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#432 September 2025 www.furniturenews.net

Top of the morning Awaken to Sleepeezee’s spec up

LONG POINT BED SHOW AUTUMN FURNITURE SHOW TRADE SERVICES

UNDER THE INFLUENCE Influencer marketing’s industry impact Kate Hardcastle and The Science of Shopping Smarter selling ahead of retail’s peak season

Paul Farley Editor-in-chief

01424 776101 paul.farley@lewisbusinessmedia.co.uk @FurnitureNewsED @Furniture News www.furniturenews.net

Editor's comment Never believe anyone who says they’re “down with the kids”. Experience may come with age, but so too does an ignorance of what drives the younger generations – and when the need to sell them furniture becomes impossible to ignore, it’s easy to feel disconnected. This month, Furniture News is exploring the impact of influencer marketing on our industry. Influencers have always been present in one guise or another, but with the growth of social media the dial is turning past celebrities and towards more everyday people, whose only claim to fame is their ability to create content based on their personal lives (occasionally amassing vast numbers of online followers along the way). I hesitate to use the term ‘ordinary Joes’ to describe them, because fitness coach Joe Wicks is perhaps the UK’s best-known influencer, his Instagram account alone commanding a follower count of 4.8 million. The key to an influencer’s success is authenticity, and the faith their fans have in them can prove a lucrative revenue stream for businesses. If Joe Wicks mentions a bed brand that’s been helping him sleep, it’ll find a receptive audience, the scale of which is beyond traditional advertising. From p12 you’ll find an exploration of marketing influencers’ growing role in the furniture trade, and views from those bold enough to embrace them. Discover why and how they are changing the industry, which partnerships promise the best ROI, and how best to establish those connections. Someone who’s no stranger to influence is Kate Hardcastle, whose new book, The Science of Shopping, will inform an exclusive series of columns over the coming year (read the first on p26). In my interview with Kate on p30, she reflects on her partnership with Arighi Bianchi and the theory behind its novel Postcards From campaign (which is, indeed, helping the Macclesfield independent engage with younger shoppers). She also warns that retail is under threat from every angle – including online influencers – and suggests how the sector can fight back by better understanding shopper psychology and embracing innovative approaches. And there’s plenty more to get to grips with in September’s issue, including the latest retail concepts from Neatsmith and Love Your Home, and an interview with TR Hayes’ Garry Preston. We’ve previews of Long Point, the Autumn Furniture Show and the Bed Show (depending on where you’re reading this, you may also find our annual Bed Buyer supplement alongside it, celebrating the show and the federation’s members), and a wealth of fresh thinking from the industry. From p94, Natalia Samodina outlines the difference a well-drafted buyer contract can make, Clare Bailey and Adam Hankinson urge smarter selling ahead of retail’s peak season, Steve Pickering wonders why CEOs aren’t attending leadership events, Gordon Hecht goes back to school, and Richard Hanscott explains why IKEA’s decision to open on Oxford Street is another sign that the industry needs to rethink fulfilment’s ‘final mile’. I hope you enjoy the read.

Paul Farley “The key to the influencer’s success is authenticity, and the faith their fans have in them can prove a lucrative revenue stream

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Contents 18

NEWS

12 INSIGHT COVER FEATURE 62 SLEEPEEZEE

EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul.farley@lewisbusinessmedia.co.uk

Jan Duckworth Cox & Cox

SALES SALES AND MARKETING DIRECTOR Sam Horscroft 07764 650655 sam@lewisbusinessmedia.co.uk

Influencer marketing

Kate Hardcastle

Love Your Home

Neatsmith

Vetigraph

Getting personal

Online and in the lead

46 EVENTS

GROUP SALES DIRECTOR Emma Sharp emmas@lewisbusinessmedia.co.uk OVERSEAS AGENT Casey Loo (Asia) +65 973 00123 (WhatsApp) casey@apsmediagroup.com

Kate Hardcastle

PRODUCTION COPY ADMINISTRATOR Steve Merrick steve@lewisbusinessmedia.co.uk

Long Point

Bed Show

Autumn Furniture Show

National Golf Day

82 PRODUCTS 90

DIGITAL MANAGER Nyall McCurrach nyall@lewisbusinessmedia.co.uk

Trade services

94 OPINION

ART EDITOR Sarah Crowhurst sarah@lewisbusinessmedia.co.uk DESIGNER Tony Godwin

Philipp Nagel Neatsmith

PRODUCTION EDITOR Allan Norbury allan@lewisbusinessmedia.co.uk

Smarter contracts for B2B furniture suppliers

The right time to buy a sofa for Christmas

Don’t wait for Black Friday – sell smarter today

100 New graduates and the skills for success

ACCOUNTS AND SUBSCRIPTIONS Kay O’Brien kay@lewisbusinessmedia.co.uk

101 Where were all the CEOs?

PUBLISHER AND MD Simon Lewis

105 Partner comment

102 IKEA Oxford Street and the final mile 106 Feedback

SUBSCRIPTIONS (UK-£65, Europe-£85, RoW-£95) REPRO, PRINT AND DISTRIBUTION Stephens & George

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Garry Preston TR Hayes

Disclaimer: All material submitted for inclusion in Furniture News is done so entirely at the contributor’s own risk. No responsibility is accepted for the safe-keeping of contributors’ materials. Whilst all attempts are made to ensure accurate reproduction, Furniture News accepts no responsibility for variations. Artwork undertaken by our studio remains the copyright of Lewis Business Media (Arts) Ltd and may not be reproduced or stored without prior permission. Some articles in Furniture News have been submitted by companies and organisations. Monies may have been accepted in some instances to offset production costs. All rights reserved. In respect of artwork originated free of charge as part of a booking, clients should know that excessive work (more than one set of corrections, known as ‘authors corrections’) is chargeable at £55 per hour. Data protection statement: Readership data held by Lewis Business Media (Arts) Ltd may be shared with any member of Lewis Business Media (Arts) Ltd and associated companies for the purposes of customer information, direct marketing or publication. Data may also be made available to external parties on a list rental/lease basis for the purposes of direct marketing. If you do not wish data to be made available to external parties for list rental or lease please write to: Lewis Business Media (Arts) Ltd, Suite A, Arun House, Office Village, River Way, Uckfield, East Sussex TN22 1SL, UK. Subscriptions: Refunds on cancelled subscriptions will only be provided at the publisher’s discretion, unless specifically guaranteed within the terms of the subscription offer. ISSN No: 1475-373 © Lewis Business Media (Arts) Ltd 2025

SUN. 2 - WED. 5 NOV. 2025

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NEWS 7

IKEA opens in Brighton IKEA has opened its Brighton store in Churchill Square Shopping Centre. The opening was celebrated with a ribbon-cutting ceremony attended by Councillor Amanda Grimshaw BEM alongside the store’s 150-strong team. The opening forms part of IKEA’s strategy to expand its presence in city centres with smaller formats, improving accessibility for customers. The new store spans 6695m2 of retail space across two storeys and is “designed with the community at its heart”, featuring five roomsets co-created with residents to reflect life at home in the city. Mark Buchanan-Smith, meeting place manager at Churchill Square, Ingka Centres, adds: “This longanticipated moment marks a significant milestone for the city and reflects what our community has been asking for. IKEA will become a crucial part of our Meeting Place experience – helping us create a vibrant destination where people come together to shop, eat, and enjoy meaningful moments in the

HSL has relocated its Warrington showroom to a larger space on Junction Nine Retail Park, and says the move brings the business – and sister brand LivHome – to a wider audience.

heart of Brighton and Hove.” The retailer also opened a new small store in Hall Road Retail Park, Norwich, last month, the second of three small stores to open this year. The format has been developed to be significantly faster and more cost-effective to open than traditional IKEA stores – IKEA Norwich opened just over 100 days after acquiring the lease.

Swyft has announced its official launch into Switzerland and Austria, buoyed by “strong consumer demand and a seamless European supply chain”.

Next says full-price sales were up +10.5% YoY for the 13 weeks to 26th July, +£49m ahead of the retailer’s guidance for the period, “largely due to better-than-expected weather and trading disruption at a major competitor”.

Celebrity owner exits CVA ahead of schedule JDP Furniture Group has successfully exited its Company Voluntary Arrangement (CVA) more than a year ahead of schedule, driven by the “exceptional performance” of Celebrity Motion Furniture, “disciplined financial management, and the commitment of our entire team”, reports the brand’s MD, Wayne Hollis. The CVA process began in 2020, following JDP’s administration. Since then, the group has focused on “rebuilding with purpose and resilience”, says Wayne: “This early completion marks a defining moment for the business and everyone involved. Completing the CVA ahead of time reflects what’s possible when strong performance aligns with a clear strategy. Every creditor claim has been settled in full, and we now move forward with real momentum and confidence.” In the year ended 30th September 2024, Celebrity delivered a +7.4% increase in turnover to £17.6m,

and pre-tax profit rose by +78% to £1.1m, he adds: “These results reflect our focus on operational efficiency, customer relationships, market responsiveness, and continuous investment in our employees. “With the CVA behind us, we’re in the strongest position we’ve ever been. We’ve enhanced production, developed new products, and prioritised training, all to support long-term growth. Looking ahead, we’re investing in further innovation and getting ready for a strong autumn sales period. Taking full ownership of the company is also a key step forward, enabling faster decision-making and ensuring continuity of vision. “This is a proud moment for Celebrity, a reflection of our team’s resilience and shared commitment to success. Thank you to everyone who played a part. We remain focused on British craftsmanship, continuous improvement, and building a stronger future.”

Sleep.8 UK appoints administrators and closes stores Global sleep technology brand Sleep.8, has announced the closure of its UK store locations “as part of a broader strategic realignment across Europe”, after Sleep.8 Intrinsic, the company’s UK business, filed for administration. The decision follows a period of ongoing operational challenges in the UK, says Sleep.8, where the retail climate, particularly in London, has become increasingly cost-prohibitive: “While the company remains committed to its long-term vision for personalised sleep, current market conditions do not support continued retail investment in the UK.” Five of Sleep.8’s six stores in London were closed

immediately. The Thurrock location remained open for four weeks to support final in-store purchases and facilitate inventory clearance. Sleep.8 says all outstanding UK orders would be fulfilled, and all warranties remain valid. Customer support will continue through the company’s European headquarters and factory in Portugal, which remains fully operational and “committed to delivering timely service and long-term care”. In the meantime, the brand says it is expanding in regions where growth is accelerating. The company recently opened seven new stores in Spain, with additional locations in development, and is continuing to scale its B2B partnerships.

Whitemeadow Furniture’s Jim Fraser, the sofamaker’s sales representative for the north of England and Scotland, has announced his upcoming retirement, closing out a 39-year career in the trade.

Bensons for Beds opened a store on Pelham Terrace, Lewes Road, Brighton on 1st August, taking on 6000ft2 of trading space across two floors.

Wayfair enjoyed its highest revenue growth and profitability since 2021 during Q2 2025, making made a total net revenue of $3.3b (up +5% YoY, including the impact of its exit from the German market).

Lifestyle Enterprise Global, the group behind upholstery brand Lifestyle, has appointed Jodie Hsieh, the daughter of company founder William Hsieh, as group chairman.

READ MORE ONLINE AT WWW.FURNITURENEWS.NET

8 NEWS

IKEA parent company Ingka Group has appointed Juvencio Maeztu CEO and president, succeeding Jesper Brodin.

Hypnos pays tribute to chairman Peter Keen

Hydeline Furniture has secured a £1.5m funding facility from Praetura Commercial Finance.

The Furniture Industry Sustainability Programme (FISP) steering group will now be chaired by Joanna Knight, replacing Jessica Alexander.

Furniture Village has opened a new 22,000ft2, two-floor store on Worcester’s Elgar Retail Park.

Oak Furnitureland has introduced a Lifetime Furniture Guarantee across its cabinet and upholstery collections.

Sofology opened a new showroom on Madford Retail Park in Carlisle last month, just one week after the substantial refurbishment of its Bolton store.

Castelan Group has appointed Paul Jennings as head of sales (North) and Richard Oloyede as head of sales (South).

Sofa Club has appointed David Lowe (TK Maxx, Homesense) as its FD.

Jay-Be has reported a profit turnaround of more than £1m after an increase in sales buoyed by exports.

The Sleep Charity and Bed Advice UK are calling the bed industry to get behind the monthlong Sleeptember campaign. READ MORE ONLINE AT WWW.FURNITURENEWS.NET

Peter Keen, the chairman of British bedmaker Hypnos, and a leading figure within the bed industry, has passed away at the age of 81. “A great advocate for the family-owned business he inherited in his early 30s, Hypnos’ successes at that time, and the brand’s legacy today, were greatly

influenced by the hospitality partnerships Peter introduced, and the many close relationships with retailers and suppliers formed over his 58 years as a director and chairman,” states the bedmaker. “He will be remembered for his strong character, sense of fun, and broad experience. “Peter transformed the business to a £60m turnover global brand, and represented the industry on key issues with the NBF, BFM [now BFA] and The Furniture Makers’ Company. Peter also enjoyed supporting numerous community ventures, charities and conservation groups within Buckinghamshire, with a genuine interest and commitment to its rich furniture-making heritage. “Peter was always very aware and incredibly proud of what individuals and the team at Hypnos achieved. Recently celebrating his 81st birthday, Peter remained ‘chairman’ (soon to be retired) right up to the end, a beloved husband to Judith, father to James, Sarah and Rick, and much-loved grandfather.”

Dreams reports strong FY24 Dreams has announced its results for the 52 weeks ended December 2024. The retailer’s turnover increased by 4% to £412.5m, outperforming the indoor furniture market, which it says contracted by 2.8% over the same period. Total sales rose 4.3% YoY, while underlying EBITDA rose to £59.3m (from £59m in FY23). PBT stood at £47m (£49.4m in FY23), reflecting investment in transitioning Dreams’s systems to the cloud – part of a broader digital infrastructure upgrade. In 2024, Dreams invested £16.1m in stores, logistics, technology and product development, including a major upgrade to its store network, refurbishing 32 sites, improving layouts and shopfloor environments. The retailer says these improvements, alongside continued brand and digital investment, helped increase footfall, deepen customer engagement and strengthen staff morale. Dreams also opened 11 new stores during FY24, including a premium concept in East Sheen. The total estate grew by seven, reaching 217 stores. To support this growth, Dreams enhanced its UK-wide logistics infrastructure with the opening of a new 25,000ft2 distribution centre in Gartcosh, Scotland. Replacing the former site in Cumbernauld, the new facility increases stock capacity by +30% and supports over 800 weekly deliveries. The business also invested in its home delivery vehicles to support staff on the road. Customer satisfaction remained consistently high, with 2024 marking a record year for Dreams’ proprietary Pillow Talk measure – both at the point of purchase and during home delivery. This performance reflects ongoing investment in staff training and a focus on the end-to-end customer journey. Dreams also retained its ‘Excellent’ rating on Trustpilot, while deepening its commitment

to quality and sustainability. The business also achieved FSC accreditation for all wooden products produced at its UK-based bed factory. The business continued to invest in its brand, launching a new campaign, ‘Finding You a Bed That Loves You Back’ which highlights its proprietary Sleepmatch system and in-store bed experts. Dreams continued its national charity partnership with UK homelessness charity, Shelter, introducing an employee volunteering policy, raising over £189,000 to support Shelter’s emergency helpline and services, and donating £46,000 in refurbished products. Looking ahead, Dreams is accelerating its store development strategy. The business is currently prioritising new store openings, with four new sites in the year to date, and a strategic programme of relocations. Alongside this, a rolling programme of refurbishments is under way. While the core Dreams brand remains the primary growth driver, development of its premium label, Feather & Black, continues in parallel. Eleven shopin-shop locations are now open, offering a more design-led customer experience. CEO Jonathan Hirst comments: “Our performance this year shows that we’re winning where it matters – with our customers. We’ve grown our share of the market by staying focused on what sets us apart – high-quality products, expert service and a seamless shopping experience. “While others have retrenched, we’ve pushed forward, investing in our people, our stores and our technology to make it easier than ever for customers to find the right bed for them. “As a UK manufacturer, we’re proud to produce high-quality beds and mattresses here at home. This combination of capability and momentum puts us in a strong position for the year ahead.”

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12 INSIGHT INFLUENCER MARKETING

Under the influence

From celebrity homeowners to everyday creatives, online influencers are playing an increasingly significant role in how people shop for furniture. With influencer marketing promising higher conversions, increased awareness and a closer connection with the audience, a world of opportunity awaits the progressive furniture brand – but how can they get the best bang for their marketing buck? Furniture News investigates … ››

14 INSIGHT INFLUENCER MARKETING

“The question is no longer whether influencer marketing works, but how to unlock its next evolution

The marketing influencer is nothing new. From fictional creations to Hollywood stars – and, more recently, reality TV contestants – brands have long employed recognisable figures to be the face of their goods and services. However, the widespread uptake of social media seen in recent years also enabled ‘regular’ people join this roster. Today, it just takes savvy use of a smartphone and a social media account to create and publish personal content, offering someone’s followers a glimpse into their private life – what they cook, how they exercise, and crucially, how they furnish their home. Compared to working with professional studios, influencer-generated content (IGC) is relatively quick and cost-effective to produce, and this grassroots approach can also make the material seem more authentic than traditional advertising. By creating trust and authority, the more genuine-seeming influencers can then command a hefty fee for brand partnerships seeking their leverage to reach new audiences. Brands have quickly seized on the potential of influencer marketing, and now regularly work in partnership with content creators to reach sizeable audiences across the likes of YouTube, Facebook, Instagram and TikTok – and sometimes reaching out to the younger audiences that traditional platforms often struggled to engage. Influencer marketing is a win/win scenario for both

parties, and, in some sectors, it has come to eclipse alternative approaches. According to Sprout Social’s 2024 Influencer Marketing Report, almost half of all consumers (49%) make purchases at least once a month because of influencer posts. Statista notes: “If reaching Generation Z is a marketer’s goal, influencer marketing has become a go-to practice. Young adults look for easy and accessible entertainment on social media, most preferably delivered in a short-form video. The answer to this need is influencers, with their relatable content and digestible formats.” In 2023, Statista found that 84% of UK Gen Z consumers followed influencers – and the same was true for over two-thirds of Millennials. “On average, one in four adults admitted to being impacted by their recommendations,” Statista continues. “This fact encourages more and more brands to ramp up their influencer marketing investments. Between 2019 and 2024, influencer ad expenditure more than tripled, reaching £917m at the end of this period. That is more than is spent on cinema, radio or magazine advertising in the UK. It is expected to exceed £1b by the end of 2025.” Quality versus quantity Influencer marketing may be big business, but to

Olivia Smith Brand director, Sofa Club

I can confidently say that working with influencers has been one of the most transformative strategies in our growth journey. From the beginning, we’ve embraced social media not just as a marketing channel but as a key part of our brand DNA, and influencers have played a central role in that evolution. Unlike traditional furniture brands that rely heavily on B2B models and retail showrooms, we’ve built Sofa Club with a D2C mindset, rooted in digital platforms. Social media, especially Instagram and TikTok, has been instrumental in helping us showcase our products in real homes, styled by real people. This visual, lifestyle-driven content performs exceptionally well in our category, where aesthetic inspiration is everything. Our influencer partnerships have ranged from micro-influencers in the home and interiors space to high-engagement personalities that align with our target demographic. A particularly notable recent campaign was our sponsorship of Perrie Sian’s podcast, which gave us the opportunity to reach a highly engaged and style-conscious audience in a more conversational and authentic setting. Perrie’s personal brand aligns perfectly

with Sofa Club’s values – modern, relatable, and aspirational – and the sponsorship allowed us to integrate seamlessly into lifestyle content that feels natural to listeners. This kind of collaboration goes far beyond product placement. It’s about brand association, trust, and cultural relevance. Our influencer strategy has helped us cut through a crowded market, generate consistent brand visibility, and, crucially, build emotional connections with our customers. What does this mean for the traditional B2B model? It’s being disrupted. Influencer-led marketing empowers brands like ours to speak directly to the consumer, bypassing old-school retail layers. It also allows for more agile storytelling, trend responsiveness, and meaningful engagement. Consumers today are just as likely to buy a sofa after seeing it in an influencer’s home tour on Instagram as they are from walking into a showroom. That shift is monumental. We see influencer relationships evolving into deeper partnerships, co-created collections, exclusive content, even brand ambassadorships. It’s not about one-off posts – it’s about long-term alignment and shared values.

››

Steve Pickering CEO, Sussex Beds

We’ve dabbled in influencer partnerships, and I’ll admit, it was a learning curve. Our industry isn’t traditionally flashy – beds and mattresses aren’t exactly the stuff of viral videos – but that doesn’t mean storytelling isn’t important. The right influencer, with the right audience, can bring our product to life in a way traditional media can’t. Where we’ve seen success is in working with micro-influencers – people with smaller but more engaged, trusted followings – especially within lifestyle, interiors, and wellbeing. It’s not about huge follower counts. It’s about fit, tone and authenticity. A post that genuinely connects to someone’s home, family or routine is more powerful than a glossy, generic endorsement.

That said, the rise of influencers does challenge the B2B model. Traditionally, brand visibility was filtered through trade shows, press and reputation. Now, consumers often discover us before the trade does – and that changes the dynamics. If retailers and suppliers aren’t building a direct voice, someone else will do it for them. The opportunity? We can tell our own story in our own way. The challenge? That story needs to be engaging, consistent, and real – every time. Ultimately, influencers are just one part of a bigger shift – people want connection, trust, and social proof. We need to meet them where they are, not wait for them to walk through the door.

Katie Marshall Bluebird Agents & Consultancy

As a business owner, you only need to consume some form of social media and content to recognise its importance in today’s influential world. The furniture world is no different in seeing the rise in influencer marketing for promotion via these platform streams, and those businesses which are embracing this as an avenue of their overall marketing journey will no doubt prosper further. In today’s world, it is a multi-faceted approach to marketing that is needed to survive – our range of influence is now enormous compared to the past, and we at Bluebird feel that we cannot afford to ignore any aspect of this range. Ask yourself the question, “Have you ever bought anything that you first came across online?” The answer nowadays is always yes. Influencers are the framework to delivering this (often quite covert) advertising, and when used well, can be very specific at targeting your customer. Like anything marketing-wise, however, it will only be as successful as the work the business or PR partner puts into the research. Find that group that has 100% your consumer within it, be selective, and you will no doubt gain response. Always remember, the product message can be 100% correct, but delivered incorrectly, it will never even get placed in front of the consumer who would react to it. The great thing about influencer marketing is, it can be much less obvious – think of it as a

covert solider on the back line of your army. They can quietly go about picking your targets off, one by one. Giving consumers the confidence to buy, seeing their social network purchasing before them, and laying the facts on the line. The best influencers can have millions of these targets, primed and ready for their endorsement. Instagram saw @ComeDowntotheWoods working with partners such as Wickes, La Redoute Furniture and Day True kitchens as part of their build and renovations to 320,000 followers, whilst Erica Davies mixes fashion and interiors with brands such as IKEA, eBay and Neville Johnson fitting out her home in front of 300,000 followers. Designer Eleanor Bowmer, whose home products are sold in Selfridges, Next and many more, uses socials for all her team’s new product launches. We have all seen the rise of businesses that have been successful at a paid, or unpaid, endorsement. Sometimes these are unplanned, launching the maker into a frenzy without warning. The furniture industry, like any business involved in influencer marketing, must be ready to process the interest when the campaign works – without that back-office work set up, the marketing is unactionable and wasted. Influencer marketing should sit within the scale of marketing opportunities in the furniture world, like all others, but we must have all other boxes ticked, ready to strike.

16 INSIGHT INFLUENCER MARKETING

Sharon Robson

Head of PR and brand communications, Mattress Online At Mattress Online we’ve had some on-and-off experience working with influencers. We find that a lot come to us directly via social media when they’ve seen us work with another creator – a digital word of mouth, if you like. We’ve also worked with a niche, influencer-led agency to find suitable creators to work with, and that’s garnered some lovely relationships with a host of influencers with different audiences. For example, we worked with a fitness account as well as a family account, and utilised Hannah Shore, our head of sleep science, to have a call with them to find out what their needs were. The journey was varied. As mentioned before, we’ve worked with a real mix of creators with their own demographic audience. For the fitness influencer, they were struggling to sleep, and so the conversation was very much about rest and recovery, with the mattress being part of the advice. This added more value and authenticity

“Anyone and everyone has the ability to influence their peers’ purchasing decisions

date it has only made modest waves in the furniture industry. Notable campaigns include Wayfair’s 2024 Welcome to The Wayborhood campaign, which sought to energise the home styling movement by employing celebrities including brand ambassador Kelly Clarkson, alongside micro-influencers creating more intimate content from a DIY perspective. “It’s a campaign that turned home decor into an aspirational yet relatable concept,” states media expert, Influencer Marketing Hub. The micro-influencer – by definition, an online influencer with a follower count between 10,000 and 100,000 – is arguably finding a more natural fit with the home industry than celebrities. Their reach may be smaller, but it can often be the case that their audience is more aligned to the furniture brand’s end goal – namely, getting in front of people in the market for new furniture and furnishings. Yes, furniture businesses can find an angle alongside many of the UK’s top influencers – the health benefits of a good mattress with Joe Wicks, storage solutions with Mrs Hinch, or bedroom decor with Giovanna Fletcher – but some are achieving cost-effective results by looking beyond the household names. What’s next? The future of advertising is being redefined by the rise of the creator economy, yet hesitance to commit to this new playbook is understandable – not least because the landscape is shifting so fast. “The question is no longer whether influencer marketing works but how to unlock its next evolution,” states Influencer Marketing Hub. “In 2024, influencer marketing propelled social media to become the

to the final content. Again, we’ve also worked family accounts, where the children and sleep were a challenge, so we were able to introduce Hannah to them to share advice and tips – a reiteration of what we have on our online advice pages, but seeing that advice shared in video form and getting a firstperson review for our customers to watch. We were approached by some creators who we felt weren’t really invested in the importance of sleep, and were maybe more about the aesthetics, or just wanted a ‘freebie’ for a paid fee – and that didn’t feel like it would be authentic or relatable for lots of customers. I think that the rise of the influencer, when it’s a genuine piece of content with a potential sleep need and reflects a buying journey that we can all identify with, is a good thing to help build trust and open up conversations – whether that be for a B2B or D2C business.

world’s largest advertising channel, surpassing paid search with a staggering $247.3b, reaching $266.92b by end of 2025 in global spend, cementing its role as the epicentre of consumer influence and engagement,” it continues, but goes on to cite the impact of President Trump’s threats to ban TikTok in the US, which reminded brands that they should take care not to put all their eggs in one basket. Platforms and audiences have the potential to evolve, and so too should marketing strategies. With AI and the birth of ‘virtual influencers’ already starting to impact the space, it is difficult to proceed with any certainty, other than that the power of this marketing model is growing. As influencer marketing platform Aspire puts it: “With the accessibility of social media, anyone and everyone has the ability to influence their peers’ purchasing decisions – especially when they are real, passionate fans of the brand. “We’re now essentially going back to the roots of influencer marketing by working with those who actually hold the power to influence. A brand no longer controls its story, reputation, and the like. Its community does.” It takes a brave brand to cede that level of power to its audience, but if the numbers are to be believed, it would take an even braver one to ignore this opportunity. Over the following pages, discover the furniture industry’s take on influencer marketing, as the people behind Cox & Cox, The Bespoke Sign House and ufurnish.com share their experiences – and find retail expert Kate Hardcastle’s summary of the movement, in an exclusive extract from her new book, The Science of Shopping …

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VIEWPOINT

Jan Duckworth So, to kick this off, I’m remembering way back when Facebook started and I’d launched a new jeans brand for Henri Lloyd at the time, and I remember the sales manager saying to me, “Should we send some T-shirts out for people to wear on Facebook?” I was bemused. “And do what?” I said. “Who even sees it? What people? You mean your mates? Why would anyone want to buy one then?” I could not understand the point – because I didn’t know about Facebook and its impact (and subsequent explosion and domination). I was kneedeep in taking my double-decker bus to festivals to be transformed into a media centre and showroom, and gifting performers with T-shirts to wear as they went on stage – that, I did understand! It’s however, a stand-out moment, that conversation, that I look back on and go, “Damn, I should have listened and tried to understand.” That cultural shift, that technology impact, that world of random ‘bloggers’, which was a form of ordinary people on the cusp of becoming their own version of celebritydom and monetising it. Fuelled by reality TV programmes like Big Brother, this other world of media opportunity was opening up in front of our very eyes. Racing into it, the obvious first stop was go for reach – who has the most eyeballs all over them, no matter what channel? Get Kate Moss sitting on your sofa! Next stop, celebrity endorsement – what about Brooke Shields and Lay-Z-Boy, Jaclyn Smith of Charlie’s Angels, Louise Redknapp … it seemed that fame meant success, but these brands forgot to ask “Why?” and customers saw past the money-making machines and shallow partnerships, just as the world of influencers kicked off: a breed of ordinary interiors fans making content to make money, in return for a more authentic endorsement. These online people had audiences/followers, and it turns out the micro-influencers are the more impactful for a brand. Why? Because they do it with integrity, and protect their personal brand by not recommending anything they get given or approached for – they pick and choose, and so their community have belief and trust, and so are more likely to buy.

Photo courtesy Shutterstock/antoniodiaz

While Jan – formerly Sofology’s brand and marketing lead, now MD at Cox & Cox – regrets not recognising the potential of influencers sooner, she has since worked with both content creators and celebrities to ensure the right message lands in the right place …

Large-reach celebrities are seen now as disingenuous – money-making, charging a fortune for just one post. In other words, untargeted. They still have their place, like mainstream TV, but effectively they’re for mass reach, and if you want to get a brand name out there to everyone (no matter if they’re in the market or not), go ahead, take your chances. And it’s still a risky business, as reputation is always a heavy cloud that could burst. The landscape for effective influencers today is all about content creators – allowing influencers to create content with your products in their own style, so it’s real and trusted – not brand created, polished, and pushed out. Also, the need for content is never ending – Google craves content and prioritises it, so influencers can help satisfy this opportunity. I have used the services of influencers on many levels, paid, to support a particular campaign with a particular objective – so, a mix of macro and micro influencers to swamp a particular profile of the market, plus celebrity endorsement. But always I start by asking why. Why will this solve my objective? Why will this partnership enrich my brand, my customers, and the celebrity in question? If you crack that code, you’re pretty much going to have success on your hands. www.coxandcox.co.uk

“It turns out the micro-influencers are the more impactful for a brand. Why? Because they do it with integrity

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20 INSIGHT INFLUENCER MARKETING

Seize the influencer opportunity Next has enjoyed a long partnership with artist Lucy Tiffney

Influencers have always been part of the retail process, but the rise of social media has created a truly powerful opportunity for home brands savvy enough to choose the right partners, explains the founder of search and comparison platform ufurnish. com, Deirdre Mc Gettrick … By Deirdre Mc Gettrick

For as long as I can remember, influencers have existed in all forms of retail. Celebrities wearing designer clothing, car companies gifting cars and furniture retailers doing home makeovers for highprofile public figures have always been present. But the rise of social media has brought a paradigm shift that few people truly understood the magnitude of. We’re now in the midst of social media influence, and with the growth of AI the tectonic plates continue to shift beneath our feet in the furniture industry. So why has social media influence and the rise of influence been so prolific across all retail? I believe there are four key reasons: trust and authenticity; creating engaging and interactive content; contextualising products in real-life settings; and providing measurable and actionable data. In my opinion, the fourth point underpins the first three. Marketers and commercial leaders want quantifiable data that they can build predictable and scalable outcomes against. At ufurnish.com, we believe strongly in the power of influencers. Authenticity is crucial for us, and the fact

that we can measure everything we do in the influencer channel provides us critical insight for growth. So how are influencers on social media transforming furniture retailers’ go-to-market strategies? To analyse this, I’ve taken a deep dive on the four points above … 1. Trust and authenticity Advertising, such as TV commercials and print ads, often feels polished but impersonal. Consumers, especially younger generations, are increasingly sceptical of these messages. In contrast, influencers have built a following based on trust and a perceived personal connection with their audience. When an influencer showcases a piece of furniture in their own home, it’s not just a product placement – it’s a personal recommendation. This ‘word-of-mouth at scale’ is far more powerful than a generic advertisement. Authenticity is a major factor in driving purchasing decisions, with studies showing that a significant percentage of furniture shoppers rely on influencers for inspiration and

“This ‘word-of-mouth at scale’ is far more powerful than a generic advertisement

OKA worked with influencer Binky Felstead to curate a dining space

validation of product quality and retailer service. 2. Creating engaging and interactive content Traditional media is largely a passive experience. Influencers, however, create content that encourages a two-way conversation. Their followers can comment, ask questions, and share their own experiences, creating a sense of community around brands. This interactivity is further enhanced by usergenerated content (UGC) campaigns, which see influencers launch challenges or contests that encourage their followers to share photos and videos of their own homes using a brand’s products. This generates a vast library of authentic, customercreated content that acts as powerful social proof. Live shopping events also play a role in engagement. Influencers host live streams on social media to showcase new collections, answer real-time questions, and offer exclusive, limited-time discounts. This creates an interactive, high-energy shopping experience that traditional media cannot replicate. 3. Contextualising products in real-life settings Perfect showrooms or location settings are often at the heart of traditional media and advertising. While aspirational, this can make it difficult for consumers to visualise how a piece will look in their own space. Influencers excel at showing furniture in a relatable, real-life context. Through room makeovers, home tours, and ‘get the look’ videos on platforms like YouTube, Instagram and TikTok, they demonstrate how furniture functions in everyday life. This content provides practical inspiration, shows the versatility of a product, and helps potential customers overcome the challenge of visualising a large purchase.

Lucy Jacobs’ submission for the 2024 ufurnish.com Home Awards

4. Providing measurable and actionable data A significant advantage of influencer marketing over traditional media is the ability to track performance and measure ROI with precision. Retailers can

use unique promo codes, affiliate links, and UTM parameters to track every click, referral and sale that comes from a specific influencer. AI-powered tools can also analyse audience engagement, sentiment and conversion data in real time. This data provides valuable insights into consumer behaviour and allows brands to optimise their campaigns for maximum effectiveness, something that is far more challenging with traditional advertising. Industry collaborations The UK furniture and interiors market has seen a surge in collaborations between retailers and influencers, moving beyond simple product placements to more integrated partnerships, and this has scaled dramatically since Covid. Here are some of the most well-known types of collaborations and specific examples in the UK that I distinctly remember: Next x Lucy Tiffney: Next has had a successful and ongoing partnership with artist Lucy Tiffney. The collaboration has expanded beyond furniture to include lighting and rugs, leveraging Tiffney’s distinctive, bold botanical prints. This partnership showcases how a brand can work with a creative personality to develop a signature line that resonates with a specific audience. OKA x Binky Felstead: OKA collaborated with TV personality and influencer Binky Felstead to curate a dining space. This partnership leveraged Felstead’s signature charm and elegant style, showcasing how a high-end brand can use an influencer to create a thoughtfully curated, aspirational look that their followers will want to emulate. Challenge accepted? Whilst I am 100% behind social media influencers collaborating with brands/furniture retailers, building successful partnerships is not without its challenges. Brands must navigate a complex and evolving ››

“Lean in, and you’ll find great success

22 INSIGHT INFLUENCER MARKETING

The winners of the ufurnish.com Home Awards 2024 – a snapshot of the sector’s influencer base

“Brands must navigate a complex and evolving landscape to ensure a positive ROI and protect their brand image

landscape to ensure a positive ROI and protect their brand image. Here are my thoughts on the key challenges brands can/do face in building partnerships with social media influencers: 1. Finding the right influencer One of the most significant challenges is identifying the right influencer who truly aligns with the brand’s values, aesthetics and target audience. A mismatch can lead to a campaign that feels inauthentic and fails to resonate with either the influencer’s followers or the brand’s potential customers. This requires brands to look beyond follower count and consider factors like: audience demographics and psychographics – does the influencer’s audience match the brand’s ideal customer profile?; content and aesthetic alignment – does the influencer’s personal style and content quality align with the brand’s image?; engagement rate and authenticity – are the followers real and engaged, or are they fake accounts (high-quality engagement is often a better indicator of influence than a large follower count)?; and brand safety – has the influencer previously engaged in controversial behaviour or partnered with competing brands in a way that could cause a conflict of interest? 2. Managing contracts and relationships Building and maintaining a successful influencer partnership requires significant effort in contract negotiation, content review, and relationship management. This can be particularly challenging for smaller brands with limited resources. Key issues include: clear expectations – brands must have a clear contract that outlines deliverables, timelines, payment terms, and content rights, to avoid misunderstandings; negotiating fair compensation – determining fair compensation can be a challenge, especially with the wide range of influencer fees and deliverables; and long-term nurturing – successful partnerships often require ongoing communication and relationship-

building beyond the initial campaign. 3. Lack of control and brand safety Working with influencers means relinquishing a certain degree of creative control. While this is often necessary to achieve authentic content, it also presents a risk. An influencer’s personal brand is their own, and a misstep can have a ripple effect on the brands they represent. These risks include: controversial content – an influencer making a controversial statement or engaging in a public scandal can lead to a public relations disaster for the brand; off-brand messaging – the influencer’s content might not perfectly align with the brand’s intended message, potentially confusing the audience; and non-compliance with regulations – influencers must clearly disclose sponsored content as per regulations from bodies like the Federal Trade Commission (FTC), as failure to do so can lead to legal issues and a loss of consumer trust for both the influencer and the brand. I’ve always aspired to bring the furniture industry together through ufurnish.com. My goal has been to connect consumers and furniture retailers at meaningful times and become a critical link in the home furnishing ecosystem through our search platform. What I’ve come to learn since launching ufurnish. com is that social media influencers are a superimportant component in the ecosystem, and for that reason I created the ufurnish.com Home Awards, as I wanted to create a space that recognises and celebrates influencers of all sizes and styles, that brings our industry together. It’s a passion project, but I am consistently amazed at the ingenuity and creativity of people. So, to finish my article on a positive vibe, I encourage furniture retailers to embrace influencers. Be cautious and do your research, but lean in, and you’ll find great success. www.ufurnish.com

24 INSIGHT INFLUENCER MARKETING

VIEWPOINT

Durga Gandhi Durga, currently interior trends consultant for signmaker The Bespoke Sign House, boasts over 20 years’ experience in homewares retail, having selected and developed products for the likes of Laura Ashley, Next and John Lewis.

I think influencers are energising the furniture industry. Every Instagram scroll and TikTok swipe feels like walking through a curated showroom. You see someone style a beautiful armchair or a quirky table in a real home, and suddenly you want it. Right now, not in 16 weeks. That moment of inspiration turns into action almost instantly. Millennials, in particular, are brilliant at jumping on a look or an idea and running with it. They are less tied to traditional brand loyalty and more led by mood, style and timing. Trends move at the speed of a scroll. One day it is soft neutrals and curved lines, the next it is dopamine brights or artisan woodwork. If a creator with the right audience posts something beautiful, it can change demand overnight. I really believe brands that hold on too tightly to rigid seasonal collections will struggle. The ones that keep a strong base and build flex into their development will come out on top. Influencers also spark that sense of fun and creativity. A hallway bench becomes a reading nook. A bedside table gets turned into a cocktail station. They make people feel like they can personalise their space. Some customers want to customise everything, and others just want something that looks great with zero effort. Both approaches are valid, and that is where furniture businesses need to be really clear on what they are offering. We are also seeing a real shift in how people shop secondhand. It is no longer only about saving money – it is about the story. Influencers are proudly showing off inherited pieces or vintage finds they have upcycled. It has made the whole secondhand market feel fresh again. At the same time, we are seeing more cheap throwaway furniture than ever before. That fast-fix mindset is creeping in, and the industry needs to think about what that means in the long run. One of the biggest challenges is what happens behind the scenes when something goes viral. A product can suddenly explode in popularity because it was shown in the background of a 10-second video by someone we see as a tastemaker. That item might have been designed 12 or 18 months ago, and now everyone wants it. Immediately. That puts enormous pressure on supply chains, stock

levels and development teams. You are suddenly trying to chase demand that nobody saw coming, and you have to make decisions fast. Sometimes it means rushing out similar pieces before the original trend cools off. The whole product lifecycle, from concept to shelf, was not built for that pace. It stretches teams, it disrupts timelines and it often means making compromises. I think this is one of the biggest tensions right now – how do we keep up with the speed of influence without losing the integrity of design and production? The rush to create dupes is real, but some things are a flash in the pan, and something has to give when manufacturers rush. There is also a bigger picture when it comes to sustainability. Instant trends and disposable pieces do not sit well with long-term thinking. If fast furniture becomes the norm, we are going to see more waste and more pressure on materials and makers. At the same time, there is also this wonderful movement towards slow decorating. Buying once and buying well. Living in a space before filling it. Supporting independent brands and craftspeople. I think that contrast is going to define the next few years. We live in a polarised world. Even though so much of the discovery happens online, people still want to experience furniture in person. They want to sit on the sofa, open the drawer, feel the texture. Showrooms are still really valuable, but now they are part of a wider journey. People might find a product through a video or a post, then still want to go see it in real life to be sure it fits their lifestyle. The rents for showrooms, however, don’t support this behaviour, as consumer buying power is just lower, so this is a challenge for the industry. Overall, I think influencers have brought huge energy, style and speed into the furniture space. They have made it more accessible, more personal and much more immediate. But with that comes pressure. Pressure on timelines, on teams, on sourcing and on sustainability. The brands that will thrive are the ones that can embrace that energy while still holding on to good design, smart processes and long-term thinking. www.thebespokesignhouse.com

“Influencers have brought huge energy, style and speed into the furniture space … but with that comes pressure

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26 INSIGHT INFLUENCER MARKETING

The art of shopping perception The rise of influencer marketing has huge ramifications for the retail sector. In the first of an exclusive series of columns taken from her new book, The Science of Shopping, retail expert Kate Hardcastle, aka The Customer Whisperer, explains how brands are harnessing the power of perception to reach wider audiences and create relationships ‘that transcend the transactional’ … By Kate Hardcastle

Shopping has always been about more than the products we buy – it’s about what those products represent and the trust we place in the people or brands that endorse them. From the royal seal of approval in centuries past to the rise of digital influencers today, perception plays a critical role in shaping consumer behaviour. At its heart, this is about the power of influence, and how individuals – celebrities, social media personalities and even everyday customers – shape brand narratives and drive consumer decisions. As retail evolves, so does the psychology of influence. In the digital age, the lines between celebrities, influencers and advocates blur, creating new opportunities for brands to connect with audiences in ways that feel authentic and engaging. The future of retail is not just about the products – it’s about who stands behind them and the stories they tell. The enduring power of celebrity endorsements Celebrity endorsements have been a cornerstone of retail for centuries. Josiah Wedgwood famously leveraged a royal endorsement in the 18th century to position his ceramics as the pinnacle of quality and sophistication. Today, figures like Kim Kardashian elevate brands such as Skims into cultural phenomena, merging personal brand power with commercial success. These endorsements are rooted in trust, status and aspiration, evolving with each era’s cultural priorities. Social media influencers and the appeal of authenticity The rise of social media has shifted the focus from traditional celebrities to influencers who feel relatable and accessible. Influencers bridge the gap between aspirational and attainable, creating trust through perceived authenticity. Followers see influencers as peers, valuing their opinions on products and experiences in ways that traditional advertising struggles to replicate. The power of micro- and nano-influencers While mega-influencers dominate headlines, microand nano-influencers are quietly reshaping the marketing landscape. With smaller, more engaged audiences, these influencers excel at connecting with niche demographics. For example, a food blogger

with 10,000 followers may have a stronger impact on a local cafe’s success than a celebrity with millions of followers, thanks to their community’s trust and loyalty. The rise of community-driven advocacy In an age of peer-to-peer marketing, customers themselves are becoming powerful advocates. Platforms like Lego’s Lego Ideas and Amazon’s review system empower communities to champion brands, fostering trust and engagement. These grass-roots endorsements can be as influential as a high-profile campaign, proving that trust built from the ground up is invaluable in shaping brand perception. Technological advances and the future of influence Emerging technologies are revolutionising how brands leverage influence. AI-driven algorithms identify trends and connect brands with the right advocates. Blockchain ensures transparency in influencer partnerships, enhancing credibility. AR and VR bring immersive experiences to life, enabling consumers to interact with products through the lens of their favourite influencers. These tools are redefining the boundaries of what’s possible in influencer marketing. A new era of influence As we move forward, the art of shopping perception will continue to evolve, shaped by the interplay of human connection and technological innovation. The most successful brands will be those that understand the shifting dynamics of influence – leveraging celebrity power, embracing authenticity and empowering communities to champion their stories. In the end, influence is about trust. Whether it comes from a celebrity, a social media influencer or a fellow customer, the endorsement carries weight because it feels genuine. By harnessing the power of perception, brands can not only reach their audiences but create lasting relationships that transcend the transactional. The future of retail lies in this delicate balance between aspiration and authenticity, storytelling and connection. Excerpt from The Science of Shopping, courtesy Kogan Page. To buy a discounted copy, visit bit.ly/3Jo5xQb and enter code KOGANPAGE25 at checkout.

“Whether it comes from a celebrity, a social media influencer or a fellow customer, the endorsement carries weight because it feels genuine

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MAKING RETAIL RELEVANT LA, New York, Cannes, Dubai … retail expert (and ex-furniture professional) Kate Hardcastle has had a busy summer promoting her new book, The Science of Shopping – an exploration of how psychology and innovation can rescue retail. But The Customer Whisperer still found some time to catch up with Furniture News’ Paul Farley, kicking off an exclusive article series based on the book’s main takeaways …

INSIGHT

They say everyone has a book in them, but anyone

It’s definitely driving footfall, and the cash is coming

who’s actually sat down to write one will know it’s not

in from accessory sales. The socials [social media

quite that simple.

engagements] are insane – we’re seeing fashion

For Kate Hardcastle – marketeer, consumer expert,

industry-level numbers.”

star of stage and screen and furniture industry alumni – the call simply couldn’t be ignored any longer. With

Softly, softly

retail facing threats from every angle, the need to

When it comes to furniture marketing campaigns,

evolve has never been more pressing.

Postcards From goes against the grain. Furniture is not

“Retail isn’t dead, it’s just changing so fast,” she

the hero, and there is no expectation of a quick sale.

begins. “Consumers change how they shop on an

Instead, the campaign plays the long game – drawing

almost weekly basis, so as a retailer, you’ve got to be

consumers in by using words, images and subjects

shapeshifting too.”

they can instantly warm to, and positioning Arighi

The Science of Shopping is a distillation of Kate’s decades of experience that explores how the sector has changed, the role of technology, how stores can make an impact, and the psychological tricks of the

Bianchi as a retailer they can trust and enjoy visiting. It is an example of Kate’s retail philosophy writ large, and its success is already vindicating her approach. “Not everything can be instantaneous – sometimes

trade retailers need to understand in order to succeed.

our industry is too hungry for quick wins,” she

“There’s hope out there, you’ve just got to dig a lot

explains. “If you’re not authentic and genuine,

deeper to find it,” she says. “How prepared are you for

consumers will see through it and disengage. You

the hard work?”

can’t create the ‘buy this’ mentality if your audience isn’t in the market for buying your goods every week.”

Are we there yet?

And it has to be the right product, she continues:

Any attempt to change must start with an appreciation

“Don’t just buy the same stuff all the time because

of what really motivates today’s consumer.

it’s easy. The right product should drive footfall from

“During Covid, everyone in furniture retail worked

different demographics. It should be good enough to

hard to make hay while the sun shone,” says Kate, “but

create a reason to buy, and a sense of scarcity – like

they perhaps didn’t plan well enough for the future.”

those South African accessories in Arighi’s, which

Successive lockdowns created a boom in home goods demand, which naturally subsided as people

celebrate their place of creation. “Then set them up in browsing hotspots around

were given the chance to travel again – and holidays

the store. Don’t just set out your big items with

remain of the furniture sector’s biggest competitors.

prices – create cheaper clusters, make the shopping

“Throughout the pandemic, the home became the

experience easier.”

consumer’s castle,” says Kate. “But, having been locked

Fundamentally, retailers should make more of an

up in that tower for so long, Rapunzel now wants her

effort to understand what their customers really want,

freedom, so we need to speak her language!”

says Kate.

The shift was predictable enough, but it takes

“I look at most retailers’ social media, and it’s all a

creativity to harness those escapist, adventurous

bit dry, and ‘me me me’,” she observes. “Social media

urges and redirect them back towards the home.

is conversational – it shouldn’t be about you, it should

Last year, with Kate’s guidance, Macclesfield

be about the customer.”

independent Arighi Bianchi launched Postcards From, a far-reaching marketing campaign covering interiors,

No kidding

luxury lifestyle, travel, beauty, food and drink, that

Some retailers may resist selling low-cost items

sought to inspire homeowners by suggesting how

in-store, but Kate says they can make the perfect

they could ‘get the look’ of exotic destinations such as

appetisers for younger customers and those not yet

Beverly Hills, Sicily and Japan.

ready to make a major purchase.

“We live in a world of digital distress, bombarded

“I told Arighi’s that if I could give them some small

from all sides by content and sales messages,” says

deliveries on accessories that sold for under £100,

Kate. “People are overwhelmed, so they’re increasingly

I’d grow their bigger orders down the line. In furniture

focusing on the really beautiful – and Postcards From

retail, you’ve got to play the long game – take the

was created to tap into that aspiration.”

conversation from furnishings to interiors, and from

Each season, the campaign evokes an excursion to a new destination, with unique accessories

interiors to furniture – and it can be difficult.” Kate has always insisted that “a table is not just a

and furnishings sold in-store. This summer, Arighi

table”, but should be sold as a lifestyle item, the place

Bianchi displayed around 70 accessory pieces from

where families and friends gather, eat, and make

South Africa, and launched a brand partnership

memories. At Arighi Bianchi, Postcards From aims to

with Chester Zoo which saw it deliver safari-themed family events, competitions and menus, its façade transformed with giant giraffes. “Whoever heard of a furniture shop partnering with a zoo?! Arighi wanted to ensure their brand had legs, and a long-term future,” says Kate, “and they’re now starting to see the early benefits of this campaign.

“The socials are switch the narrative from holidays to interiors, outside insane – we’re to in. “Retail has got to be so much more savvy and seeing fashion considered,” says Kate. “The bigger-picture brands are now ahead of those that just carried on doing industry-level what they’d always done.” She says part of this switch is taking the needs of ›› numbers

Kate with her new book, The Science of Shopping

32 INSIGHT

“The sector has to sell in a more inclusive, consumerfocused way

younger shoppers and families more seriously: “I want to live in a world where we want to take our kids shopping – why not make your furniture shop one children want to visit, and create some core memories?” In her role as the director of global customer engagement at Future Stores, a concept space on London’s Oxford Street that showcases immersive and innovative approaches to shopping, Kate has seen brands engage with consumers of all ages. “With the new sugar tax in place, Pepsi have had to explore new ways to promote the brand,” she explains. “They ended up recreating a 1950s soda bar pop-up at a Future Stores, complete with photo booth and merch … nothing mind-blowing or futuristic, but all backed up with social media. When 16-24-year-old kids are happy to spend over an hour in the store, you know something’s working.” Fundamentally, she says, experiences like this give younger shoppers a chance to forge their own identities in a retail setting. And, when it comes to the homewares sector, it is worth remembering that children like nothing more than personalising and curating their own spaces at home. “The need for self-expression is something the fashion brands have long understood,” she says. “Why not make your furniture shop one the kids want to visit, and create some core memories? Kids need identity, and we need to remember that. I want to live in a world where we can take our kids shopping and both get something out of it.” Relevance matters Kate admits that the scale of change she’s suggesting may appear overwhelming, but insists that by

breaking her advice down into manageable tasks – for example, 10 changes over 10 months – a furniture retailer can go a long way to making sure they are offering the consumer something relevant. “If you don’t make it relevant, it will pass,” she says. “When I was young, the retail sector went from decade to decade without any seismic changes, shops pretty much looked and operated the same, and much of retail was just about buying and selling at the right price. “But retail today is much more sophisticated that it used to be. In The Science of Shopping, I explain that it’s not it’s about getting it right or wrong – you’re not just going to turn a corner – but the sector as a whole has to sell in a more inclusive, consumer-focused way.” “Yes, price is a factor, and sales are a factor – we are all bargain hunters, it’s built into us, and being a ‘savvy shopper’ usually means buying for less – and you can either lean into this psychology, or try to re-educate consumers, and move away from that mindset.” And, she warns, the time for change is now. Kate points to a new development in social media, videos of influencers suggesting people can travel to China, shop around themselves, and furnish their entire flat for under £5000. It may not be feasible, but if people are being advised to leapfrog the supply chain, the industry needs to take note. “It’s a wake-up call,” Kate concludes. “The genie’s out of the bottle. That’s why this advice matters now – there’s still time to learn new techniques and change the way you sell.” Read Kate’s article in our series starting on p26. www.katehardcastle.com/the-science-of-shopping

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34 INSIGHT

Love Your Home – selling with spirit This summer, independent furniture brand Love Your Home is opening its first London showroom, The Chapel, in Wandsworth – “an immersive experience that brings the spirit, values, and products of Love Your Home to life”, says the retailer …

Located within a former chapel near Wandsworth Common, every detail of the showroom has been considered “to reflect Love Your Home’s creative ethos and signature warmth”, the retailer continues. “The building’s original features, including stained-glass windows and soaring ceilings, have been carefully preserved and reinterpreted through a design scheme that blends heritage with contemporary design. “Inside, visitors will discover over 6000ft2 of thoughtfully curated product zones, showcasing bestselling sofas, beds, armchairs and more – all styled within cosy, inspiring roomsets. The space also features a dedicated design studio, complete with fabric swatches, sample books, and expert guidance. “Creative touches are dotted throughout, from gallery walls to seasonal styling moments and moodboard stations designed to spark ideas. And for families, there’s even a soft play area, so everyone can settle in.” Founder Leigh Harmer comments: “We’re so excited to finally open the doors to our first London showroom. This has been years in the making. We’ve been searching for a physical space in the capital steeped in history – just like our first showroom in a 17th-century barn in the Surrey Hills – and The Chapel is exactly that, a showroom with real soul.” Located off Trinity Road in Wandsworth, alongside

“A showroom with real soul

the historic Royal Victoria Patriotic Building, The Chapel offers on-site parking and is dog-friendly. www.love-your-home.co.uk

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36 INSIGHT

Furniture retail fit for purpose Anthracite dressing room

“We are all immensely proud of the 20year milestone

Can you give us a potted history of the business? We started 20 years ago in 2005, walking the streets, putting leaflets through people’s doors and praying they would call us! A year later we took a small garage with an office upstairs in a converted builder’s yard in Tottenham, and created our first showroom. As soon as we saved enough money we moved to a factory warehouse in Staples Corner in 2008, where we created a bigger showroom and increased our production space. The Teddington (now Hampton Hill) showroom followed in 2009, Hampstead in 2013, Hatch End in 2014, Brentwood in 2017, Chelsea in 2018, Guildford in 2023 and Tunbridge Wells and Dubai in 2025. We also moved our head office and production to Watford in 2015.

Philipp Nagel

Bespoke fitted furnituremaker Neatsmith will open its seventh UK showroom this month. Situated on Tunbridge Wells High Street, the new showroom spans 3000ft2 across three floors, the upper floors designed to resemble a period home. Here, director Philipp Nagel reflects on the brand’s progress …

How are you planning to mark your 20th anniversary? We have a staff party planned, but apart from that it will be business as usual. We are all immensely proud of the 20-year milestone, but it still feels so new and exciting, and we’re all looking forward to the next 20 years!

because it was the first time we’ve taken on a showroom that was formerly a residential dwelling (in part), which had also kept a lot of its original Victorian features. We work a lot in these types of homes, so it feels very authentic in terms of what we produce daily in our clients’ properties in the capital.

Can you outline the design process behind the new Tunbridge Wells store? How did you go about maintaining the authenticity of a period home? The Tunbridge Wells store was interesting for us

What’s your favourite aspect of the store? The first-floor dressing room, with its huge, sundrenched, floor-to-ceiling windows. That’s a very special space.

Neatsmith’s Chelsea showroom

Do your stores take any cues from other retailers in the sector (or outside of it)? Not consciously. We have our own identity at this stage, so try and keep it feeling the same across all the stores. What does inspire the brand? Trying to combine the natural tension between elegance of design and product practicality. From a design perspective, nature influences tones and hues (and going to Italy a few times a year always helps with ideas!). How has the bespoke fitted furniture sector evolved in recent years? Has your audience base changed? There’s definitely been a growing trend towards more accessories within people’s bespoke units, as well as

a more considered emphasis on sustainability. I don’t feel as though the base has changed, but we have added a bigger audience as we’ve grown – interior designers and developers in particular. What does a typical customer journey look like? It usually takes around 3-4 months from initial consultation to completed project. All of our fitters are full-time Neatsmith employees (we never subcontract), so the lead times are often dictated by the space we have in the fitting schedule rather than the production of our material. Are you seeing growth in competition from freestanding furniture or other formats that rival yours? Freestanding, no, but there’s always been competition out there, which is healthy as it keeps us on our toes and innovative. Why do you think people invest in bespoke fitted solutions? Quite apart from the aesthetic appeal, fully optimising the space is key, and this in turn leads to better functionality. We also feel fitted is more sustainable, as it will live in the home for decades, possibly longer. Lastly, when you choose someone like Neatsmith, it will add a premium to your property that appeals to future buyers or tenants. What’s next in your journey? It may sound a bit boring, but more of the same. We just need to keep innovating and refining our product and service. www.neatsmith.co.uk

“We feel fitted is more sustainable

38 INSIGHT

Crafting excellence, one cut at a time

“The transition from manual to digital was seamless

The Hastings Sofa Company is a British designer and manufacturer of premium-quality sofas and upholstery products, specialising in bespoke and white-label furniture for leading retail brands and high-end clients. With a background in furniture design and production, operations director Marc Gall works alongside Danny Cleaver (MD) and Mark Hillyard (FD) to drive the business forward. While the company’s craftsmanship was never in question, its production methods were rooted in manual processes. Creating physical patterns and hand-cutting fabric was labour-intensive and prone to inconsistencies. This traditional approach led to significant material waste and slower production times, creating a major obstacle to ambitions for growth and scalability in a competitive market. To remain agile and efficient, The Hastings Sofa Company needed a solution that would streamline its operations without compromising the rich heritage of craftmanship and high-quality furniture it was known for – and the decision was made to partner with Vetigraph and implement a comprehensive solution, including a CNC automatic fabric cutter and advanced CAD/CAM software. “The transition from manual to digital was seamless, thanks to Vetigraph’s expert support and tailored on-site training for the team” explains Marc. “The team quickly moved from physical patterns to precise digital models, immediately transforming the cutting room. “The impact of the new system was immediate and profound. The CNC fabric cutter drastically reduced cutting times, while the software’s intelligent markermaking features optimised fabric layouts to a degree impossible by hand. This innovation significantly reduced material waste, directly lowering costs, especially on our most premium and expensive fabrics.” With digital patterns, every cut is now perfectly consistent, says Marc. This eliminates errors and

The Hastings Sofa Company makes premium upholstery on the Sussex coast

When The Hastings Sofa Company recognised a need to modernise its manufacturing processes, it turned to cuttingedge technology provider Vetigraph for the solution …

inconsistencies, ensuring every sofa component fits flawlessly. “The enhanced precision and speed allows the business to handle larger, more complex white-label and bespoke orders with confidence,” he adds. “We can meet tight deadlines for major retail partners without sacrificing our high standards.” The Vetigraph solution did not just improve one process – it transformed the company’s entire operation. By enabling faster production, greater cost efficiency, and “unwavering” product quality, it empowered the business to scale its capacity and cement its position in the UK’s premium furniture market. As the furniture industry faces various challenges, including supply chain pressures and the demand for sustainability, The Hastings Sofa Company is well positioned for growth. With plans for expanding whitelabel partnerships and innovating new products such as sofabeds, the company’s commitment to quality, efficiency and strong customer relationships remains unwavering, reinforced by Vetigraph’s expertise. www.hastingssofa.co.uk www.vetigraph.co.uk

GETTING PERSONAL

Garry Preston

Garry left school in 1980 and went straight into the furniture industry – and says he “still loves every day of it!” He spent over 30 years with JH Haskins, becoming a director in 2002, and the retailer’s furniture MD in 2008 – before completing an MBO of the Haskins Furniture trading business in 2009, operating from its Shepton Mallet retail centre. After eight years, he sold Haskins Furniture back to JH Haskins & Son, but remained there as MD until March 2020 – and went on to join TR Hayes of Bath after the Covid lockdowns, where he now works as the retailer’s commercial director.

INSIGHT

Inside TR Hayes, Bath

How might a child describe what you do? He talks a lot, and is always looking at tables and sitting on sofas. What’s the biggest long-term challenge you face? To show to the wider market the amazing furniture experience of TR Hayes. We have amazing feedback from customers and the trade, but still hear too often that people didn’t know about us. If you had 10 x your working budget, what would you spend it on? We have invested heavily in the last two years in improving our showrooms, and the progress is obvious. However, with seven floors and 50,000ft2, it’s quite an undertaking, so we would use it partly for this, and put the rest into marketing and improving our digital experience. What would be the title of your autobiography? Relentless. What does ‘work/life balance’ mean to you? If you have a strong desire to achieve then commitment is crucial, and this will have an impact on your home life. I’m very fortunate that my family have always supported me. It’s important that I feel well, and getting a good night’s sleep is essential. That, and regular exercise, great times and much laughter, either in or outside of business. Who’s been your most influential professional mentor? I’ve never been mentored as such. My first managerial role was at 21, and I was given a payrise and told to get on with it – welcome to the school of hard knocks. What advice would you give your younger self? Ask me in 20 years, I’m still learning! What’s been your best day in business to date? There have been many great days. If I had to choose one, it would be the day in April 2009 when I completed the MBO of Haskins Furniture. I started working for a subsidiary company the day after my 16th birthday in the carpet warehouse and nearly 30 years later as the furniture MD buying the trading business was an improbable dream that came true. What’s the biggest myth about our industry? That buying online will always be cheaper than buying from a physical store. While online shopping

is convenient, the expert advice and knowledge, plus being able to touch and test the product in a store, can offer the consumer a far superior shopping experience. What should everyone in our industry either stop or start doing? The industry should start to be more consumer focused, with accurate lead times and better cooperation – particularly on customer service.

“Buying the trading business was an improbable dream that came true

Where do you see the industry going in the next 5-10 years? Sustainability in product and across the supply chain will be compulsory, with more recyclable and renewable product that can be upcycled. www.trhayes.co.uk

“My first managerial role was at 21, and I was given a payrise and told to get on with it – welcome to the school of hard knocks

42 INSIGHT

Online and in the lead The market leader rankings are based on brands’

Brett Janes

Salience Search Marketing’s annual online UK home furnishing sector report aims to identify the industry’s leaders based on their online prominence and visibility, analysing 11 performance indicators including YoY visibility, search volume trends, and brand awareness. Here’s what the latest edition uncovered …

YoY organic traffic score to determine their online performance. The report saw Next take the home furnishing industry’s top spot, with an organic traffic score of 16,315,709, with IKEA and Dunelm behind it with scores of 8,483,539 and 5,555,455, respectively. “These scores indicate excellent organic visibility and a well-planned strategy, which resulted in strong traffic figures,” says Salience Search Marketing MD Brett Janes. Other brands in the top 10 include Furniture Village, DFS, and Oak Furnitureland. Best-rated DFS ranks as the best-reviewed UK home furnishing brand – determined by analysing Trustpilot average star ratings and the total number of reviews. The retailer recorded a high review score across a healthy portion of online feedback, highlighting top-quality customer service. Overall, DFS boasts a review score of 4.8 across over 500,000 reviews. Other top performers include ScS, which had a review score of 4.6 across 515,433 reviews, and Sofology, which also made the top three, recording an average review score of 4.8 with 264,465 pieces of feedback. Impressively, Barker and Stonehouse boasts an average score of 4.9 with 57,036 customer reviews. “This brand combines high-quality service with great products to enhance customer experience,” says Brett. Prominence The report also identifies the most prominent

Image courtesy Shutterstock/Mer_Studio

brands within the industry, based on consumer “These familiarity with the brand through online searches or social media interactions. By merging branded furnishing search metrics with social media performance, the report determines which brands stand out across brands prove various channels, offering insights into their overall they are the best prominence in the market. IKEA leads brand awareness in 2025, the report in the market found. Overall, the brand attracts a sizeable 3,350,000

monthly brand searches, and boasts an owned social score of 67,709. Next and Wayfair follow, with strong owned social scores of 10,102 and 16,358, respectively. The top 10 also includes Dunelm, DFS, and Habitat, each recording a healthy amount of monthly brand searches. Online growth Central to this analysis is each brand’s online visibility ranking, which is determined by the organic search traffic their website attracts. Next also secured the top spot for growth in online visibility, increasing its traffic score by 10% YoY. Habitat experienced the most impressive surge, with a 51% increase in traffic, indicating a strong strategy to enhance its online presence. Declining visibility The report also uncovers the brands facing the biggest drop in online visibility. Wayfair experienced a 5% drop over the past 12 months despite securing a spot among the industry’s market leaders. Additionally, Furniture 123 (-26%), Furniture And Choice (-45%), MyBedFrames (-29%) and Swoon (-18%) all experienced turbulent years, with rapid traffic declines, says Brett. “Our findings uncover the home furnishing industry’s top brands for online brand awareness, he explains. “From best-rated brands with excellent customer service to prominent names favoured by online shoppers, these furnishing brands prove they are the best in the market. Interestingly, despite Wayfair seeing a drop in online visibility, it remains among the industry’s market leaders, demonstrating that the brand still maintains a strong online presence.” The full reports can be downloaded from Salience’s website. www.salience.co.uk

CREATING OPPORTUNITIES This autumn, join the hundreds of voices that make themselves heard across the pages of Furniture News and our online channels! Together with the latest in Bedroom, Dining, Living and Trade Services, October’s issue will feature: * Eco Conscious – discover the latest in furniture sustainability theory and practice * Show reviews – we’ll look back at INDX Furniture, IFHS and Autumn Fair

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46 EVENTS

SWFMARF ANNUAL TRADE SHOW www.swfmarf.com

From 9-11th this month (with an early finish on the Thursday), and promising to be bigger and better in 2025, the SWFMARF Annual Trade Show returns to Junction 24, Bridgwater – a venue that offers free parking, easy motorway access, and an on-site restaurant for refreshments, all in a relaxed atmosphere. This year’s show will host over 40 brands, with a number of new exhibitors showcasing for the first time. “It’s an ideal opportunity to connect with industry professionals, explore fresh ideas, and discover the latest innovations across the sector,” says Sas Haines, secretary of show organiser SWFMARF (the South West Furniture Manufacturers’ Agent and

Representatives Federation). “If you work in furniture, upholstery, flooring, fabrics, lighting, accessories, or any related trade, now is the perfect time to get involved. Whether you’re looking to source products, grow your network, or gain inspiration, this show is designed for you. “We’re also welcoming new members to the federation – a supportive, growing community of industry specialists. Details can be found on our updated website, which includes the full exhibitor list, along with helpful details to plan your visit. “Don’t miss this key date in the industry calendar. Experience everything the SWFMARF Annual Trade Show has to offer.”

INDX FURNITURE www.indxshows.co.uk/shows/ furniture

Designed for furniture retailers looking to drive sales and grow revenue, INDX Furniture returns to Cranmore Park in Solihull from 17-20th January (first day open to AIS members only). As part of the INDX Shows portfolio, INDX Furniture is organised by Associated Independent Stores (AIS), the UK and Ireland’s leading buying, retail services and event group. Offering a platform to explore the latest product collections across upholstery, living room, dining room, garden and home furnishing accessories, the show promises market inspiration, trends and insight, plus plenty of business and networking opportunities. Visitors can look forward to discovering a commercially curated selection of exhibitors, selected by industry experts to offer a mix of leading brands, new product launches and INDX-exclusive ranges. Free to attend and open to all retailers and general trade visitors, Cranmore Park is centrally located and easy to access, providing a friendly and focused environment, and the perfect space for building relationships and sourcing new products, says AIS: “What’s more, INDX Shows offer all visitors free on-site parking and complimentary barista bar refreshments for a unique and stress-free trade show experience. “Get ready to grow your business, close deals, and build connections at INDX Furniture.”

48 EVENTS

Component expo promises “dynamic” line-up The Furniture Component Expo 2026 is gearing up for another strong edition at the Telford International Centre on 11–12th March, with over 60% of the floor space already sold to a mix of returning supporters and new exhibitors, reports the event’s organiser, the British Furniture Association (BFA) …

“These newcomers bring fresh energy and innovative solutions

Among the new faces debuting next year are 3D Ply, Apropa Machinery, Cordeks Nonwoven, TAKA WPR and Polar Bear Supplies. “These newcomers bring fresh energy and innovative solutions across various segments of the supply chain,” says the BFA. “Products include advanced plywood known for strength and design versatility, cutting-edge machinery, high-quality nonwoven fabrics, innovative panel production with sustainable and high-performance materials, and specialised furniture accessories and components.” Returning exhibitors, which remain the backbone of the expo, include headline sponsors BeA Group and Carpenter, both known for solutions that underpin furniture assembly excellence. Enkev returns with its sustainable materials focus, and Assyst Bullmer, Pathfinder Cutting Technology and Limoss with

machinery, while LiDR Contract Furniture and Leggett & Platt will maintain their presence as providers of innovative contract furniture components and bedding systems, respectively. JetPress and Handy will also return, contributing printing technology and eco-friendly adhesives and tapes, respectively, to the diverse product offering. Attendees can explore a comprehensive range of materials, machinery, hardware and software solutions, all tailored to the evolving needs of kitchen, bedroom, bathroom and contract furniture manufacturing. For the latest news and exhibitor updates follow the Furniture Component Expo on LinkedIn, and subscribe to the official newsletter. To see the full exhibitor roster, visit: www.fcexpo.co.uk/exhibitors-2026/. www.fcexpo.co.uk

Telford International Centre, Telford, U K 11 and 12 March 2026

The UK’s premier trade show of products and services for the furniture manufacturing industry

Exhibition packages and sponsorship opportunities

The show was one of the most useful and cost effective solutions to promoting our name and products in the wider furniture sector. We look forward to reattending next year. Chris Green, Plasfoils Scan here

fcexpo.co.uk

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50 EVENTS LONG POINT

Long Point is back in town

Parker Knoll

Hosted by the Long Eaton Guild of Furniture Manufacturers, the event unites 33 manufacturers and suppliers, including the guild’s members and associate members, for a three-day celebration of British craftsmanship, innovation and design. Across the exhibition, visitors will discover a diverse selection of furniture to suit every style and setting. From handcrafted upholstery in both contemporary and classic designs, to finely made cabinet and bedroom furniture in rich natural woods and striking modern finishes, the show promises something for every buyer. “Together, these collections showcase the depth and breadth of design talent in the UK furniture industry, all gathered under one town’s historic roof,” states the show’s host. Held twice a year for over 50 years, Long Point transforms many of Long Eaton’s well-preserved former lace mills into stylish, atmospheric showrooms. These historic spaces now house some of the finest examples of UK-made upholstery, cabinet furniture,

Hector, Artistic Upholstery

“An unmissable opportunity to see the very best the industry has to offer

Bali, Stella

From 15-17th September, the historic upholstery town of Long Eaton, Derbyshire, will once again welcome the furniture trade for trade-only furniture exhibition, Autumn Long Point …

bedroom ranges, and accessories. All show locations are within a mile of the town centre and railway station, with a meet-and-greet service available for visitors travelling by train (book in advance by calling 0115 973 4481). This edition’s exhibitor highlights include Baker Furniture, which will debut its new showroom at Harrington Mill (ground floor), where it will present the Arthouse collection, a bold fusion of cabinet furniture, luxurious upholstery, and distinctive occasional pieces. In the Wade Business Centre, Hartmann will introduce its Linea collection in solid natural oak with unique waterfall-effect glazing, plus the Audra range in beech and birch lacquer, offering a fresh take on modern living (read more on p56). Abode will launch the Abode Sofa Collection, handcrafted in Europe with a 6–8 week lead time, alongside the new IL bedroom, LP dining and Living ranges, and a curated range of occasional pieces – while Artistic Upholstery will showcase its new Hector fixed-seat-and-back chair, a retro-inspired design with decorative piping, complementing a wider selection of stylish upholstery. Known for its natural wood furniture offer, Bluebone will display new solid oak ranges, reclaimed teak

Mollie, Couch & Co

Mammoth mirrors, Norfolk Weathered Pine refectory tables, Hardwick extending tables, and Lille cabinets in smoked oak with rattan panels. G Plan will unveil its new Ergoform chair range, with swivel, glide, rocking motion, and heated seat options, while Parker Knoll will present redefined models with the latest tech features, including Power Plus options and heated seating. Siren will present its latest mid-century-inspired handcrafted upholstery, including FSC-certified modular sofas, and accent chairs in premium fabrics, while Iain James Furniture will launch a large burr oak media wall unit with bespoke options, alongside a rich collection of English-made cabinet furniture and occasional tables in burr elm. Couch & Co plans to debut a new upholstery collection focused on quality, comfort and versatility, plus expanded recliner options with new models and features, while Tetrad will showcase a curated mix of new and bestselling collections, including its Spink & Edgar ranges, iconic Tetrad styles, and fresh fabrics. David Gundry Fine Furniture will present its full collection plus successful new models launched in May this year, and Stella will launch 10 new ranges, introducing innovative designs “set to make a major impact in the industry”. Gascoigne Designs will display its extensive range of traditionally handcrafted furnishings in a diverse

Solna, G Plan

Talis, Tetrad

Mimola, Siren Furniture

“These collections showcase the depth and breadth of design talent in the UK furniture industry

range of styles, while Steed Upholstery will present new fabrics and designs from its showroom on Bonsall Street. Meanwhile, At the Helm and Hydeline will present their biggest autumn launch this September. At The Helm offers everything from classic chesterfields to cosy modern designs, styled with elegant cabinetry and lighting, while Hydeline promises motion recliners inspired by British heritage and relaxed modern styles, available in premium leathers and fabrics (find out more overleaf). Extending the show dates, some exhibitors will also open their showrooms by appointment on Thursday 18th September – full details are available on the guild’s website and socials. “Whether you’re seeking to refresh your in-store collections, source stand-out pieces or discover the latest trends in British furniture design, Autumn Long Point 2025 offers an unmissable opportunity to see the very best the industry has to offer – all in the town that remains the home of UK upholstery manufacturing,” the show organiser concludes. www.longeatonguild.co.uk/longpoint

www.AtTheHelm.com

54 EVENTS LONG POINT

Crafting the season ahead

Both brands will unveil their biggest autumn launch yet – an inspiring blend of brand-new models, refreshed classics, and well-styled collections that bring together some of the best in craftsmanship, comfort and style. At the Helm’s 2025 upholstery launch spans the spectrum from the enduring elegance of classic chesterfields to fresh, modern designs that embody a softer, more relaxed aesthetic. “Each new piece balances timeless appeal with the demands of contemporary living,” states the supplier’s commercial director, Michael Sheedy. “Alongside these arrivals, many of our much-loved existing models have been revitalised in the newly introduced 2025 fabric and leather collections. Rich textures, accent materials and versatile tones offer limitless possibilities for creating spaces that feel personal and inviting.” To complement the upholstery, At the Helm will also showcase four high-quality cabinet collections – Lumina, Dusk, Opal, and Ivory – styled alongside its upholstery, providing “a cohesive lifestyle concept that inspires and excites”, says Michael. “Available from UK stock at the end of September, each range carries its own distinctive personality, from the rich grain of beautifully textured woods to the intricate veining of marble and the earthy warmth of rustic travertine. Every piece celebrates the individuality of its natural materials, ensuring furniture that is not only timeless in style but truly one of a kind.” Lighting will also play a starring role in the

Savannah

“Each new piece balances timeless appeal with the demands of contemporary living

Henley

This September, At the Helm and Hydeline will open their doors for the Autumn Long Point show, welcoming visitors into “an immersive world of design innovation” …

Opal

Natural travertine – one of the finishes available in At the Helm’s new cabinet range

September showcase. The supplier’s latest lighting collection, available from UK stock at the end of the month, offers an array of designs that promise to elevate any interior – from sculptural travertine and artisan ceramic table lamps to rustic finishes and striking statement pendants.

“Each piece has been carefully selected to harmonise effortlessly with our furniture ranges, adding depth, atmosphere and personality to any space,” Michael explains. Hydeline will also be making a significant debut with a range of new models, offering everything from graceful, classic motion designs to sleek, contemporary silhouettes. With options ranging from fixed seating to powered recliners and advanced, zero-gravity mechanisms, this is a collection designed for comfort without compromise, appealing to a wide variety of tastes, says Michael. “The Long Point show promises to be an unmissable event for those seeking the very latest in furniture and home style,” he continues. “It is an opportunity to see and feel each piece first-hand, explore the craftsmanship behind every detail, and gather ideas for projects and collections that will define the season ahead. “Whether it’s the heritage charm of a Chesterfield, the individuality of hand-crafted travertine, or the innovation of zero-gravity seating, our September launch is set to inspire. “From 15–17th September, our doors will be open, our collections ready, and we look forward to welcoming you to experience first-hand the largest autumn launch of models yet. We hope to see you there! The brands can be found on the ground floor of Harrington Mills (block 2). Interested parties can find out more by calling 01908 968228. www.atthehelm.com www.hydelinefurniture.co.uk

“An unmissable event for those seeking the very latest in furniture and home style

56 EVENTS LONG POINT

HARTMANN MÖBELWERKE Audra

www.moebel-hartmann.com

Founded in 1911, Hartmann is one of Europe’s leading manufacturers of solid wood and lacquered cabinet and dining furniture. The business takes its environmental responsibility seriously, and plants a tree for each one used in production (some 7000 trees each year). It also generates its own electricity using more than 5000 photovoltaic modules, saving more than 700 tons of CO2 each year – and waste wood is used to heat the factory, avoiding the creation of some 950 tons of CO2 annually. Hartmann’s permanent showroom can be found

in the Wade Business Centre in Wellington Street, Long Eaton. Here, visitors will be able to see its Audra collection, a combination of solid beech uyaa with solid birch, sand lacquered to produce impressive modern furniture. The Linea range, meanwhile, features solid natural heartwood oak, brushed and varnished. The ‘waterfall’ features in the satin-finished glass offer a unique relationship with the oak timber to create an unusual and attractive result, says Hartmann, which can be contacted by emailing Tim Robinson at tim@robinsonfurnitureagencies.com.

www.moebel-hartmann.com M: 07768 197111 E: tim@robinsonfurnitureagencies.com Hartmann UK Showroom, The Wade Building, Wellington Street, Long Eaton NG10 4HS

With new cafe serving light lunches and snacks

CRAFTED BY HAND INSPIRED BY NATURE

www.AtTheHelm.com

58 EVENTS LONG POINT

Long Eaton welcomes Master Sofa

Master Sofa, a market leader in smart sofas in which innovative technology meets comfort and style, will open its new showroom in Long Eaton’s Harrington Mills on Monday 15th September, to coincide with the start of Autumn Long Point.

“We’re thrilled to bring Master Sofa to the heart of the UK’s luxury furniture capital

The new 4000ft2 flagship showroom is located on the former Parker Knoll premises in Harrington Mills in Long Eaton (unit 3), an address synonymous with quality craftsmanship and luxury furniture. Visitors to the showroom can explore the latest smart sofa innovations and take advantage of exclusive opening offers available for a limited time only. Master Sofa, which operates from factories in Malaysia and Vietnam, already boasts a strong UK retail presence with national retailers including Furniture Village, SCS and NCF as well as several blue-chip independents. The brand has supplied sofas to the UK and Ireland for over 30 years, combining “cutting-edge technology with timeless design”. With spare parts stored with Emmiera Group in Dudley, the company promises a swift and efficient customer service.

Michael Conroy, sales director at Master Sofa, comments: “We’re thrilled to bring Master Sofa to the heart of the UK’s luxury furniture capital. Our new showroom offers a perfect opportunity for visitors to experience the unique blend of style, comfort and technology that defines Master Sofa. “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. “To mark the occasion, refreshments will be provided for all guests throughout Long Point, so we welcome everyone to pop in for a glass of bubbly to help us celebrate.” Michael can be contacted on 07712 702044 or at mike.conroy@mastersofa-com.my. www.mastersofa.com.my

MASTER SOFA UK SHOWROOM Opens Monday 15th September, 2025

MASTER SOFA, THE MARKET LEADERS IN SMART SOFAS, ARE DELIGHTED TO ANNOUNCE THAT OUR LONG EATON SHOWROOM WILL OPEN ON MONDAY SEPTEMBER 15TH TO COINCIDE WITH THE START OF THE PRESTIGIOUS LONG POINT FURNITURE SHOW. MASTER SOFA HAVE BEEN SUPPLYING PREMIUM QUALITY MOTION SOFAS TO THE UK & IRELAND FOR WELL OVER 30 YEARS, FROM OUR FACTORIES IN MALAYSIA AND VIETNAM. WE COMBINE CUTTING EDGE TECHNOLOGY, COMMERCIAL DESIGN AND COMFORT . MIKE CONROY, SALES DIRECTOR AT MASTER SOFA COMMENTED, “I’M THRILLED TO BRING MASTER SOFA TO THE HEART OF THE UK’S SOFA CAPITAL. OUR NEW SHOWROOM OFFERS A PERFECT OPPORTUNITY FOR RETAILERS TO VIEW OUR UNIQUE BLEND OF OF STYLE AND COMFORT WHICH IS THEN SUBTLY COMBINED WITH INNOVATIVE TECHNOLOGY. REFRESHMENTS TO CELEBRATE THE OPENING, BETWEEN SEPTEMBER 15TH – 17TH WILL BE AVAILABLE THROUGHOUT THE DAY SO COME ALONG AND JOIN US FOR A CHEEKY GLASS OF BUBBLY. I CAN GUARANTEE A WARM WELCOME TO ALL RETAILERS.” THE MASTER SOFA SHOWROOM IS LOCATED AT THE FORMER PARKER KNOLL PREMISES IN HARRINGTON MILLS, LONG EATON NG10 4QE. FOR FURTHER INFORMATION PLEASE CONTACT: MIKE CONROY, SALES DIRECTOR 07712 702044 E: mike.conroy@mastersofa.com.my

60 EVENTS BED SHOW

Bed Show back in business From 23rd-24th September, the National Bed Federation (NBF) Bed Show will return to The International Centre, Telford, delivering the latest offerings from NBF-approved bed manufacturers, component suppliers, and a selection of guest exhibitors.

“This year’s show will comprise more than 60 brands

This year’s show will comprise more than 60 brands, so retailers and specifiers seeking UK- and Irish-made mattresses, divans, bedsteads, futons, headboards and bedding will find plenty of opportunities there – as will bed manufacturers and specifiers looking for ticking, springs, foam, fillings, bed machinery and other bed-related components. NBF Retail Champion businesses which have signed up to the scheme’s enhanced benefits package will enjoy “five-star treatment” at the show, says the NBF, with access to the dedicated VIP lounge and reserved parking. This year’s Bed Industry Awards winners will be revealed at the gala dinner and awards ceremony on the evening of Tuesday 23rd September. Broadcaster Vernon Kay will host the awards ceremony, which will also feature Oasis tribute band, Oasish. “Guests are invited to mingle at the drinks reception sponsored by Harrison Spinks beforehand,” says the NBF, “which features a glittering new ‘Wonderwall’ photo station to ensure they can document the

evening in style – remember to dress to impress!” The awards, sponsored by Highgrove Beds, honour outstanding enterprises in the UK and Irish bed market, and celebrate the achievements of bed manufacturers, suppliers and retailers over the past year. Read on to discover this year’s highlights, and take a look at Furniture News’ Bed Buyer supplement for a more in-depth take on this year’s event. www.bedshow.co.uk

23 – 24 SEPTEMBER 2025 TELFORD

From the biggest brands to smaller niche players The ONLY place to see so many UK and Irish bed manufacturers and component suppliers all under one roof W H Y YO U S H O U L D V I S I T • Unprecedented gathering of UK bed manufacturers and suppliers • Latest innovations, offers and promotions in one place • Prime networking opportunities

• Gala Dinner and Awards Ceremony with TV & radio star host, Vernon Kay • Supplier Zone • FREE parking

W E ’ R E AWA R D WINNING!

Voted ‘Best Furniture Exhibition’ 2025

www.bedshow.co.uk @thebedfed | #BedShow2025

COVER STORY

62 EVENTS BED SHOW

Four new collections and a fresh identity

Visitors to stand D40 will also be the first to see Sleepeezee’s refreshed brand identity, revealed through eye-catching PoS materials and marketing collateral designed to inspire both retailers and customers. Featured within the new collections will be a refreshed Jessica range, designed in partnership with brand ambassador Jessica Ennis-Hill. This next-generation Jessica collection sees each model specification improved, as well as a new enhanced comfort filling called Dual Gel introduced. Dual Gel is a pressure-relieving memory foam that is infused with two gel additives to regulate temperature, says Sleepeezee – red gel acts as a heat conductor that helps move away excess heat, while tthe blue gel acts as a heat sink to manage excess heat. The result means Dual Gel promises 4 x faster heat transfer than standard foam, creating a cooler, more comfortable night’s sleep. On top of this, the gel beads within the foam cluster together under compression to provide additional support and reduce excessive sinking and pressure, helping to keep the sleeper’s spine aligned and body supported. Sleepeezee will also be adding two natural mattress models to its premium Centurial by range, which will see the product designed with a luxurious loose topper which can be used across the collection. With 8000 springs apiece, the two new models are the most supportive yet, and boast natural fillings including horsehair and latex. Sitting underneath the Centurial collection will be a new range named Majestic. Each model features multiple layers of British wool, silk and

Jessica Deluxe

“Experience the brand’s elevated offering

Centurial 05

Premium sleep brand (and this month’s cover star) Sleepeezee is set to make a stand-out appearance at the Bed Show this month, with the unveiling of four new collections – each embodying the brand’s dedication to craftsmanship, innovation and comfort …

cashmere, finished with a soft and sumptuous chemical-free damask. The Majestic collection will offer customers premium-quality mattresses, says Sleepeezee, backed by a 10-year guarantee at competitive price points. The bedmaker will also be refreshing some of its bestselling bricks-and-mortar retailer-exclusive collections, giving its in-store retail partners an equally enhanced offering. Sleepeezee recently won a number of awards and accolades, including Furniture News’ Best (complete) Bed Supplier. The award was voted for by the magazine’s readers, and is testament to the hard work of Sleepeezee’s entire team, demonstrating the superior product offering and service it can provide. Visit Sleepeezee’s stand to be among the first to experience the brand’s elevated offering. www.sleepeezee.com

Jessica Deluxe Shown on Joshua Latte

Timeless quality, luxurious comfort

64 EVENTS BED SHOW

Komfi’s Republic of Sleep returns

Max

At the heart of the showcase is the refreshed Infinity collection, now reimagined across the Elite, Prestige and Imperial models. Infinity features upgraded 4G foam for improved airflow, a premium hybrid model option, luxury covers, and the added versatility of a zip-and-link option. Infinity delivers elevated sleep performance with a focus on premium comfort and refined detailing, says GNG. Also making a strong statement is the Vitality range, combining sleek, contemporary design with proven sleep technologies. Models like the Ultra Firm, Hybrid, and Vitality Max offer “exceptional” support and broad market appeal, making this collection a smart, stylish solution for customers seeking comfort without compromise. SleepShaper, an industry favourite, also makes a return, newly refreshed and more versatile than ever. With eight unique roll-packed models, SleepShaper is designed for flexible, modern living. Its compact, boxed format is suitable for both in-store and online retail, offering consumers convenience, quality and comfort. And that is not all – this year, GNG will be introducing FlexiWell, its wellness-focused adjustable collection, developed using the group’s extensive experience in medical and NHS products. Engineered to support spinal alignment and pressure relief, FlexiWell brings together advanced adjustability and Komfi’s signature comfort to offer “a truly personalised sleep experience”, says GNG, responding to the growing demand for health-led, lifestyle-enhancing sleep solutions. “Alongside our product innovations, Komfi is creating a welcoming, social space at stand E70 where visitors can relax, enjoy a drink, and

Hybrid

“Komfi is proud to be shaping the future of sleep

Excel

This September, Komfi returns to the Bed Show with “an exciting new era of sleep innovation”, promising to reveal its “most diverse and advanced product line-up to date, expertly designed to meet the evolving demands of modern lifestyles and forwardthinking retailers” …

connect with our team,” the bedmaker concludes. “It’s the perfect opportunity to explore our latest developments, share ideas, and discover what’s setting Komfi apart in today’s competitive marketplace. “With a continued commitment to sustainable design, responsible UK manufacturing, and products that genuinely improve lives, Komfi is proud to be shaping the future of sleep. Visit us at stand E70, and experience the ‘Republic of Sleep’!” www.komfi.com

66 EVENTS BED SHOW

Sweet Dreams continues to step up

Crest Latex

“The comprehensive collections offer value and quality

Ashridge

At the 2024 Bed Show, Sweet Dreams, a respected name in the sleep industry, stood at a pivotal juncture. With a legacy stretching back to 1988, the company had built a reputation for quality, customer-focus and product innovation – but, as the sleep landscape evolved, so too must Sweet Dreams, and the brand embarked on a significant refresh to align with the contemporary demands of a discerning clientele …

At the heart of Sweet Dreams is “an unwavering commitment to crafting exceptional sleep experiences”, says the manufacturer, which, “through meticulous design, premium materials, and an unparalleled dedication to customer satisfaction”, has built a loyal following. Its successful rebrand was a testament to Sweet Dreams’ aspiration to reach new heights, positioning itself as “a purveyor of luxury sleep solutions”. A cornerstone of this evolution was the introduction of a new product line encompassing beds, mattresses and bed frames. This expansion was driven by a desire to offer a comprehensive range of sleep options, each infused with “cutting-edge technology and opulent materials”. UK sales manager Nick Williams explains: “Success

during 2024 and into 2025 has manifested in a significant number of floor placements for our bed collections across the whole of the UK. In difficult trading conditions, we are now starting to see the fruits of our hard work since the last Bed Show – and the busier trading periods ahead will be exciting! “By placing a premium on personalised comfort, Sweet Dreams aims to cater to the diverse preferences of its target market.” A packed portfolio The bed range now focuses on seven curated collections. The Premium range features Sweet Dreams’ bestselling pocket-spring systems, with sumptuous knits, pillow and box tops, while the Landmark collection, successfully launched in 2023, features FR chemical-free, eco-friendly, sustainably sourced materials that are 100% recyclable at the product’s end of life. The Defined Edge line, meanwhile, offers a high-quality modern finish with a wide choice of encapsulated pocket counts. The collection features both quilted and tufted options, and has been well received in the trade with repeats coming through well, says Nick. The Naturals collection was launched last year, and features high pocket counts of 4000, 4500 and 5000, featuring 24mm latex in the full FR chemical-free sleep surface, matched with a combination of wool, lambswool, cashmere and mohair. Next is a refreshed and revitalised Wellneing collection, which offers high-quality quilted, knit and tufted beds, featuring a range of health-promoting wellbeing properties. “All are based on our bestselling pocket spring systems,” says Nick, “and to increase

Finley Kensington

the comfort factor a selection of memory foams complete the range.” The Traditional range has long been a strength for Sweet Dreams, and the collection “really delivers”, says Nick: “Fabulous ticks, along with our high-quality pocket spring system, really hits the mark on premium value and price.” The Premium, Defined Edge, Naturals, Wellbeing and Traditional collections all come with a luxury FSC-compliant base and matching full-size strutted headboards, plus a wide choice of storage and fabric options. Finally, there is Sweet Dreams’ Bonnell collection, which features both ortho and comfort Bonnell springs, focusing on value for money and “a great entry price point”, says Nick. The collection offers a choice of quilted or tufted with memory options, and

Krystal Soothe

will continue to use the FSC-certified Ridley base and matching headboard collection, with a choice of three value-led fabrics. A selection of these collections will be on display at the Bed Show (stand E50), where visitors can also pick up their copy of the supplier’s bumper product catalogue, which encompasses the whole of Sweet Dreams’ range, including beds, mattresses, frames, TV beds, sofabeds and sofas. “And watch out for our new-for-2025 Core Collection, a range of value-for-money beds offering superb pricing without compromising on quality,” Nick adds. Behind the scenes Recognising the environmental impact of the sleep industry, Sweet Dreams is focusing on sourcing fabrics and fillings from more and more UK-based suppliers.

Wagner

To complement its product offering and elevate brand perception, the brand also continues to provide speedy delivery. Covering the whole of the UK, and investing in fit-for-purpose vehicles to improve accessibility to inner-city areas, Sweet Dreams is now able to offer more efficient deliveries to customers for whom delivery space is at a premium. “The NBF Bed Show presents an opportune platform to continue to showcase Sweet Dreams and its comprehensive product offer,” says Nick. “By generating buzz and anticipation, the company communicates its brand story, highlighting its rich heritage and unwavering dedication to quality. “The comprehensive collections offer value and quality, and come with commercial floor display discounts, allowing customers the opportunity to display great new product at an attractive price.” Following on from the Bed Show, Sweet Dreams’ dedicated bed and mattress showvan will be out on the road. Designed to maximise space, it enables customers to review key products in the range at their leisure, and at a time that suits. A successful strategy Sweet Dreams’ rebrand was a strategic manoeuvre

experience, and it is already delivering results. Nick concludes: “By emphasising luxury, innovation and sustainability, the company aims to solidify its position as a leader in the sleep industry. With a focus on personalised comfort and rapid delivery, Sweet Dreams is poised to captivate a discerning clientele and drive sustained growth.”

designed to elevate the brand’s stature, expand its product portfolio, and enhance the overall customer

www.sweetdreamsuk.com

“Placing a premium on personalised comfort

68 EVENTS BED SHOW

Proven, reliable and supportive Leggett & Platt’s Barnsley facility plays a key role in the business

From game-changing spring innovations to semi-finished foam application, Leggett & Platt is one of the UK’s integrated supply partners of choice – and its team will be on hand at this year’s Bed Show (stand F20) to discuss its supply chain capabilities, operational footprint, and addedvalue products, capabilities and technologies.

“Our overall approach makes Leggett & Platt an ideal partner

“Our industry-leading capabilities enhance your product proposition, streamline processes, and boost financial performance,” states Leggett & Platt. “From top to bottom, our diverse portfolio of bedding components saves time, resources and cost – eliminating hassles for a distinct market advantage. “Our lean supply chain solutions foster strong customer/supplier synergies, delivering better end-to-end planning, and providing you with greater efficiency and improved customer responsiveness.” By pairing state-of-the-art, vertically integrated businesses with world-class professionalism, Leggett & Platt has established itself as a leader in the UK spring industry – supporting its specialty-foam and bed-in-a-box offerings through an in-house manufacturer serving the UK and Irish marketplaces. With an emphasis on scalability, it maintains a vast product capacity on-site to ensure it meets peak demand, while maintaining just-in-time delivery. “This proven, reliable and supportive supply chain provides an added benefit to customers requiring flexibility,” the supplier continues. “We utilise these supply chain capabilities and pair them with a personal, flexible, local service to deliver customers a ‘global, yet local’ strategy. This drives us to meet the challenges of an ever-changing and evolving landscape as we look to energise the market and help our customers succeed. “Our overall approach makes Leggett & Platt an ideal partner for those seeking to source consistent, quality components and gain operational and lower working capital advantages from our value-add and supply chain solutions.” Leggett & Platt continuously invests in new products and improved production processes to keep it at the forefront of the market. Its operational management is designed to streamline costs, to deliver higher-value propositions and remain competitive. “A key aspect of our success in providing awardwinning components throughout the European market is manufacturing locations such as Leggett & Platt Springs UK – a highly innovative facility filled with

top-of-the-line production equipment and capabilities,” Leggett & Platt explains. “Locations such as this allow us to improve productivity, streamline processes, and ultimately expand our manufacturing footprint. “Leggett & Platt is one of the world’s premier suppliers of added-value components. Our efficient, sustainable processes and high-quality products provide mutually beneficial partnerships for customers. This led to us being recognised as the Best Machinery Manufacturer by Furniture News’ readers this year. “Semi-finished solutions such as innerspring and foam combinations eliminate the need for separate product deliveries, streamlining the supply chain by reducing transportation (as well as warehousing and inventory costs). These solutions can be compressed and rolled to reduce product and material handling, and decrease manufacturing costs and administration requirements while providing convenient, customised solutions.” www.beddingcomponents-intl.com

w d ho lfor d S Te Be 25 | he 20 t T 24, s a 2 3n u er Joi temb

Your Integrated Supply Partner From game-changing spring innovations to semi-finished foam application, our industry-leading capabilities enhance your product proposition, streamline processes, and boost financial performance. Our integrated lean supply chain solutions foster strong customer-supplier synergies, enabling better end-to-end planning which helps you unlock greater efficiency and customer responsiveness.

70 EVENTS BED SHOW

Sealy promises “must-see innovations”

Sealy is promising to make a bold statement at this year’s show, premiering the latest developments in its award-winning Sealy Posturepedic collections. Visitors to stand E80 will be among the first to experience the new launches, which reflect Sealy’s continued commitment to advanced sleep technology and trusted comfort, and have been designed to expand the choice available to consumers, helping retailers enhance their current Sealy Posturepedic offering and differentiate their showroom floor. Sealy says the 2025 product developments are being positioned as “potential showstoppers, mustsee innovations” that reflect Sealy’s strategic focus on the premium mattress market. With a clear emphasis on driving higher average transaction values, these new models offer retailers the opportunity to boost top-line sales and profitability. “That’s what Sealy Posturepedic is all about,” says CCO Mark Tuley, “building a better bed business for our retailers.” Alongside the new launches, Sealy will present the full spectrum of its Posturepedic range, showcasing how the collection caters to a wide variety of customer needs while supporting retailers’ commercial goals. From established favourites to the latest developments, the stand will demonstrate how the range delivers choice, quality and performance across the board. The Bed Show remains a vital event for Sealy, Mark explains: “It’s the ideal venue to present new products while also allowing us to spend quality time with our retail partners. These conversations are essential for strengthening relationships and enhancing business performance to our mutual benefit.” Sealy’s goal for the show is clear – to support

Mark Tuley

“Sealy Posturepedic is all about building a better bed business for our retailers

Edison

Building on the success of its Elevate and Elevate Ultra ranges, Sealy is returning to Telford with a refreshed product portfolio that promises to deliver both innovation and commercial impact for retailers.

partners in driving higher-value sales. As the brand continues its strategy to expand within the premium sector, the Bed Show offers a timely platform to showcase how Sealy’s innovations can translate into real business growth. The timing of this showcase aligns with a strong performance for the brand. Sealy has reported an “excellent” first half to 2025, with double-digit growth in top-line sales compared to 2024 – and this momentum is forecast to continue through the remainder of 2025, reinforcing Sealy’s position as a trusted partner. Promising a compelling mix of innovation, strategic focus and proven performance, Sealy’s presence at this year’s Bed Show is set to be a highlight of the event, Mark concludes: “Retailers looking to stay ahead in the premium sleep category won’t want to miss what’s on offer at stand E80.” www.sealy.co.uk

Premiering at The NBF Show 2025 Building on the success of the award-winning ranges, Sealy returns to the NBF show with further new product developments. Be among the first to experience these exciting new launches across the Elevate and Elevate Ultra collections, presented for the first time at Stand E80. Alongside these new developments, Sealy will showcase the full spectrum of Sealy Posturepedic range, crafted to meet the evolving needs of today’s customers.

Visit Stand E80 Telford International Centre Tuesday 23rd September | Wednesday 24th September

www.sealy.co.uk

72 EVENTS BED SHOW

Shire promises a “white-label revolution”

“We believe in putting retailers in control of their business

Cool Nytz 3000

Shire Beds says that what truly sets it apart in the bedding industry is not just its wellcrafted product portfolio – it’s the complete white-label partnership, which empowers independent retailers to thrive...

From reliable logistics to high build quality and meaningful margin improvements, Shire Beds says it has built a model that supports retail success from the ground up. “Retailers working with Shire Beds benefit first and foremost from a fast and efficient delivery network,” states the bedmaker. “With production tailored for flexibility and scalability, lead times are kept tight. For independent retailers who need to respond quickly to customer demand, this reliability makes all the difference.” At this year’s Bed Show, Shire Beds will unveil what it calls a “taster menu” of white-label solutions. The stand (B20) will showcase seven unique product stories, each tailored for different comfort preferences and branding opportunities. The Capri and Ravello range represents the core of Shire Beds’ white-label natural pocket offering. These mattresses are double sided for longevity and durability and feature hand side-stitched borders, a hallmark of traditional craftsmanship that enhances edge support. Meanwhile, the Solitude mattress range stands out for its commitment to purity and sustainability. Made using 100% natural materials and entirely chemicalfree fabric, this collection is suitable for healthconscious and eco-aware consumers. Internum is a robust and practical choice within Shire Beds’ natural pocket portfolio. These mattresses are double sided and internally tufted for balanced support and structure throughout their lifespan. Next is Shire’s Backcare Collection. Tailored for customers seeking additional support, this collection promises both comfort and durability. The mattresses are constructed with natural pocket springs and enhanced with butterfly supports to provide targeted reinforcement across the sleep surface. The Cool Nytz range brings innovation and comfort together, with its ice-cool fabric technology and gel-

infused memory foam. Designed to regulate body temperature during sleep, this mattress combines modern materials with classic support through a pocket-sprung core. Finally, the Verona and Sienna mattresses, crafted for luxury, blend a micro-quilted finish with a rich filling mix of wool, silk, and cashmere – and, for customers looking for sustainable and breathable sleep solutions, the Tencel/Bamboo Collection offers two eco-conscious options. Shire Beds has earned a reputation for responsive and helpful customer service. Whether that is developing bespoke mattress labels, supplying branded PoS or support with in-store merchandising, the team works closely with each retailer to ensure the white-label experience feels seamless and unique. But perhaps the most compelling reason for retailers to “get off the brand wagon” is the opportunity for significantly stronger margins, says Shire. By selling under their own store brand – rather than pushing a national label – retailers can take control of their pricing strategy and maximise profitability. Many Shire partners report gross profit margins consistently exceeding 60%. “We believe in putting retailers in control of their business,” says director Fara Butt. “White label is not just about removing someone else’s logo – it’s about helping retailers build trust in their own brand, improve margin, and stand out in a crowded marketplace. That’s how you build long-term value.” The company’s mantra, ‘The Brand Behind Your Brand’, captures this philosophy. In an era where differentiation and profit control are more important than ever, Shire Beds has become a go-to white label partner for independent retailers across the UK. “Turnover is vanity. Profit is sanity. That’s the future we’re helping our retail partners build,” Fara concludes. www.shirebeds.co.uk

WINNER

Best of British

THE FURNITURE

AWARDS 2022

THE BRAND BEHIND YOUR BRAND HALL 5 STAND G20

THE BRAND Behind Your Brand Visit Stand B20

www.shirebeds.co.uk

01924 439898 | info@shirebeds.co.uk ShireBedsJFSP.indd 1

www.shirebeds.co.uk 01924 439898 | info@shirebeds.co.uk

19/11/2024 11:37

74 EVENTS AUTUMN FURNITURE SHOW

Stage set for “dynamic” Autumn Furniture Show In a change from its usual Tuesday-Wednesday schedule, this year’s Autumn Furniture Show will take place on Wednesday 8th and Thursday 9th October at the Telford International Centre, reports Julian Cox, COO of the event’s organiser, Minerva Furniture Group …

“An inspiring and productive two days

“Telford is fast becoming the preferred choice for major industry events, thanks to its large exhibition halls, excellent lighting, and superb catering facilities,” says Julian. “The venue offers easy motorway access, strong rail connections from both the North and South, and all the amenities you need for a comfortable visit.” Julian explains that this year’s event will bring together “a dynamic mix” of new and returning exhibitors from across the industry: “They’ll be showcasing an exciting variety of products that reflect emerging trends and practical commercial ideas to help retailers stay competitive.” Confirmed exhibitors include Alstons, Ashwood, HTL, Primavera, Celebrity, Whitemeadow, Sherborne, Relyon, Highgrove, Annaghmore, FW Style, West Midlands Upholstery, Contempo, Value Mark, One Call, Wiemann, Harmony, Papaya, ISM, Staingard and RetailSystem. Visiting buyers will be able to meet leading suppliers and discover innovative products, connect with industry partners which support retailers’ growing needs, network with fellow owners, buyers, and retail representatives, and enjoy a complimentary hot or cold lunch at the on-site restaurant “The Autumn Furniture Show is an open event, and we extend a warm welcome to all retail business owners, buyers and representatives,” Julian concludes. “We look forward to welcoming you to Telford International Centre on 8-9th October, for what promises to be an inspiring and productive two days.” www.theautumnfurnitureshow.co.uk

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76 EVENTS AUTUMN FURNITURE SHOW

Wiemann all set for autumn shows Dubai

German bedroom manufacturer Wiemann is exhibiting a wealth of contemporary furniture this autumn. Wiemann, which recently topped the Best Bedroom Cabinet Supplier category in Furniture News’ Readers’ Choice Awards, will be at Autumn Long Point (Long Eaton, 15-17th September), the Bed Show (Telford, 23rd-24th September) and the Autumn Furniture Show (Telford, 8-9th October).

New York

Wiemann says its display looks set to be “the hot ticket” this season, as the team behind the brand will be showing off the products and customer service commitment behind its summer award success. Wiemann is also celebrating 125 years in business in 2025. This comes just less than two years after marking the 20th anniversary of working with Litmus, a partnership which has seen the UK and Ireland become well established as Wiemann’s largest export market. Litmus Furniture is Wiemann’s sole agent for

Phoenix

the UK and Ireland. MD Simon Hewitt comments: “Wiemann has a long history of producing excellentquality contemporary bedroom furniture, being particularly known for clever design which offers a total bedroom solution to any size or style of home. Wiemann is a tried, trusted and reliable brand – qualities which are so important in today’s climate and which we value highly. “We are passionate about producing furniture and backing it up with an enviable delivery, installation and customer service. We are excited to show off our products and catch up with friends and customers, new and existing, in the coming weeks.” Kai Schwenke, Wiemann export manager, adds: “Throughout Wiemann’s 125 years, colleagues across the business have consistently worked extremely

“We look forward to sharing our ranges in the coming weeks

Kai continues: “Customers particularly like the lighting on our ranges, which sets the products apart, creating a focus for a stunning bedroom. Ohio has eye-catching floor-to-ceiling lights, while the

hard to produce and deliver amazing products which

downlights on New York bring a touch of glamour.

are beautiful, practical and excellent quality. We look

Dubai’s internal lighting behind smoky glass is

forward to continuing to uphold these benchmarks

sophisticated and trendsetting.”

and sharing our ranges in the coming weeks.”

For those who cannot attend the trade exhibitions,

This autumn brings opportunities to see some of

Wiemann operates two permanent showrooms – in

Wiemann’s most popular and latest ranges, including:

Harlow, Essex, and Long Eaton, Derbyshire – and

Ohio, with multiple door options; the classic New

appointments to view at them can be made by

York, featuring solid oak doors; the ‘super-versatile’

emailing enquiries@wiemannuk.co.uk.

Phoenix and Dubai, a classy, ultra-modern range with sliding doors.

www.wiemannuk.co.uk

BEAUTIFUL BEDROOMS FROM WIEMANN

Ohio

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80 EVENTS

In the swing The Furniture Makers’ Company’s National Golf Day Northamptonshire County Golf Club Wednesday 16th July This summer, furniture professionals from across the UK attended the Furniture Makers’ annual National Golf Day, sponsored by Bensons for Beds, raising £5,200 for the industry charity. The event brought together teams from industry names including NEJ Stevenson, Designer Contracts, Ercol Furniture, Dreams, Burbidge & Sons, Ocee & Four Design, Bensons for Beds, Associated Independent Stores, Castelan, Biesse Group UK, and Sealy, as well as individual players. Designer Contracts led the scoreboard, taking first place in the team competition. The team’s James Gibson won first place in the individual competition, while teammate Neil Lloyd came second. Debbie Johnson, master of The Furniture Makers’ Company, says: “The National Golf Day continues to be a fantastic fixture in our events calendar, bringing colleagues together for a great cause.” www.furnituremakers.org.uk

82 PRODUCTS

Forte to redefine the bedroom at MOW Salamanca

Challenging times seem to inspire cabinet furniture manufacturer Forte, which is strategically redefining its product range to offer smarter, better designed collections – a glimpse of which can be seen in Germany this month …

“Our retail partners are looking for innovative concepts

Forte’s new bedroom concepts enable self expression

At this year’s MOW, taking place in Bad Salzuflen from 21st-25th this month, Forte’s expanded bedroom assortment, featuring new wardrobe solutions, “inspiring” innovations and, for the first time, a comprehensive range of upholstered beds for the UK market, will be in the spotlight. Against the backdrop of a challenging marketplace, Forte says it is poised to deliver the fresh ideas that are more in demand than ever. “Our retail partners are looking for innovative concepts, modern and inspiring designs, and the next potential bestsellers,” explains Joachim Stock, Forte’s European MD of furniture sales. “We aim to bring that diversity to Bad Salzuflen – with trenddriven collections, clever additions to successful programmes, and complete assortment solutions across entire product categories.” One of the highlights this year promises to be the focus area, the bedroom. Forte is dedicating an entirely redesigned floor to this category, with a new wardrobe display offering a clear price segment structure, and combining new models and decors with extensions of proven bestsellers and platforms. On show will be trendy bedroom collections, boxspring and upholstered beds under the Specific by Forte brand, as well as

solutions that combine RTA with boxspring beds. The ModuKlix programme, which Forte says received “an overwhelmingly positive” response last year, is being expanded with new variants, which boast its modern click technology for vertical assembly. With this, Forte seeks to present the bedroom as a smart, holistic concept – from wardrobes to beds, whether upholstered or classic cabinet furniture. “It’s fantastic to now be able to showcase the full potential of our upholstered bed expertise,” says Joachim. “The new models, combined with our innovative ModuKlix system featuring vertical click assembly, are a real trade show highlight in my opinion – and I see great potential for shared success.” And there will be more to discover beyond the bedroom. Visitors to MOW can also look forward to numerous new products in the living and occasional furniture categories, providing further proof of Forte’s strong development capabilities. Clever extensions, new decors and fresh colours for proven models open up a wide range of possibilities to interpret and apply the ‘mix and match’ trend in an individual way. In its presentation, inspired by today’s top trends, Forte aims to demonstrate just how versatile and inspiring living spaces can be. “We can’t wait to meet our customers and partners in person again at this year’s MOW,” says Maria Florczuk, Forte’s CEO. “Our presentation is the result of months of passion, creativity, and attention to detail – always with the goal of merging functionality, design and innovation into one inspiring whole. As a true one-stop shop, we aim to unlock new business potential together with our retail partners.” One thing is clear, Forte concludes – a visit to the showroom will be well worth it. www.company.forte.com.pl/en/

LOUIS DE POORTERE www.louisdepoortere.com

Skye

Power recliner corner sofa

Embrace the spirit of free-flowing creativity with Ribbon, one of the new designs in Louis De Poortere’s Ecorugs 2025 collection. Where art meets movement, Ribbon is inspired by the sweeping, artistic strokes and fluid motion of calligraphy. The rug’s bold, vibrant colours and dynamic interplay of textures captures the energy and speed of artisan brushwork, enlivening any room with an expressive and artistic essence, says the rugmaker. Ribbon is available in three colourways – Imperial Red, Garden Spirt and Sea Ink – and joins the equally striking Papercut and Chess as part of the Craft collection. In eight standard sizes readily available from stock, including two circular, Ribbon has a fit for every room. Just like every Ecorug from Louis De Poortere, the style is made from 100% polyester (40% rPET), is machine-washable and also fully recyclable through the Belgian weaver’s Take Care Program. Alan Russell, sales director, says: “Ribbon’s daringly expressive strokes are sure to appeal to customers who have a bold approach to decorating their home. As we enter autumn, thoughts will soon turn to readying indoors for those long winter nights, and Ribbon could make for part of a showstopping window display that captures the attention.”

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84 PRODUCTS

And now for something completely different …

Part of the Butler range – an assortment of 95cm waiter models

“Our main business is selling to retailers to resell,” states the supplier, “but we are now finding that more and more buyers are choosing our more unusual, show-stopping items to dress their shops as a way of luring new customers – then happily finding there’s a growing demand for such items, not only with the general public, but also from promotion companies, hotels, cafes, etc.” JJ Vaillant now stocks over 300 items from the factory that makes those items, which are mostly sourced from stock, in various finishes and colourways to suit all tastes. They are made from a mixture of fibreglass and polyresin, with internal steel reinforcements for the larger items. JJ Vaillant has also enjoyed success with its Roman Stone line of accessories, also crafted from a mixture of polyresin and fibreglass, but enhanced with a hard stone outer layer. “This not only gives it the appearance and texture of a cast or carved stone item, but also allows it to age naturally when left outside,” the supplier explains. “Most items in our collection feature a neo-

Some of JJ Vaillant’s Roman Stone accessories

“More buyers are choosing our more unusual items to dress their shops

Roman Stone chess pieces in black and gold

JJ Vaillant has supplied the trade for over 40 years, and today stocks over 2,000 items, with prices ranging from just a few pounds to over £1,000 …

classical design. While we’ve only showcased a portion of our decorative occasional collection, we also offer a wide range of garden pieces, including large statues, dining tables, benches, and various related items. “The best part is that, despite their substantial weight, these pieces can be easily moved or positioned without needing specialist mechanical assistance. “These are real statement pieces, available in either black and gold, as shown, or Roman Stone. You can choose from two size options, starting with the tallest piece, The King, which comes in either 160cm or 108cm.” For those instead seeking more whimsical accessories, JJ Vaillant’s Butler range is proving popular for dining rooms, or as wine stands next to armchairs, the supplier concludes: “It’s also a great place for your business cards or flyers in your shop!” www.jjvaillant.co.uk

86 PRODUCTS

Maysons understands the big picture

Ravello

Founded in 1987, Maysons has grown into one of the UK’s leading trade-only bedroom furniture manufacturers, supplying independent stores and multi-site retailers with well-built ranges “that deliver on the shop floor and endure in the home”. Maysons says that, “in a marketplace saturated with fast furniture and flat-pack fatigue”, it offers something rare – substance with style. Its product portfolio spans 28 distinctive ranges, each curated to speak to specific market segments – from aspirational first-time buyers to premium lifestyle consumers. “Collections like Naples White, Portofino and Catania have become synonymous with understated elegance, retail performance and lasting quality,” says Maysons. “But our promise goes far beyond product. At Maysons, we understand the full picture – presentation, margin, logistics, and the consumer journey. That’s why we provide more than furniture – we deliver retail-ready solutions.” This package includes high-quality lifestyle photography for digital and in-store use, non-branded catalogues that protect showroom exclusivity, and PoS and merchandising tools. “And because everything we offer is readyassembled, you benefit from fewer returns, quicker lead times, and immediate impact on delivery – no assembly frustrations, no compromises,” promises Maysons. “We operate from our West Midlands base with nationwide reach, supporting retailers with dependable delivery and ongoing account support. Our infrastructure is built for scalability, but our relationships are personal. Whether you’re refreshing a display or rolling out across multiple locations, Maysons is structured to respond with precision,

Milan

“Our infrastructure is built for scalability, but our relationships are personal

Lazio

For over 38 years, Maysons Furniture has been a quiet force in British bedroom furniture, crafting ready-assembled collections that “not only meet consumer expectations, but empower retailers with reliability, sophistication and commercial clarity,” says the manufacturer …

consistency, and care. “In a crowded and volatile marketplace, Maysons remains a name you can build with – not just because our furniture looks good, but because our partnerships are built to last.” www.maysonsfurniture.com

SIGNATURE COLLECTION for you....

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How Smarter Finance Helps Furniture Retailers Thrive

Rising costs, shifting consumer expectations and stricter lending criteria have made it harder than ever for furniture retailers to close sales. Many shoppers face barriers to accessing credit, leading to missed opportunities and lost revenue. Snap Finance UK bridges this gap with finance that thinks differently, providing inclusive, flexible solutions to help retailers say ‘yes’ more often, boosting approval rates and giving customers the confidence to invest in the home upgrades they truly want. Help Customers Afford Quality Furniture with Flexible Finance With growing demand for Buy Now, Pay Later (BNPL) services, furniture shoppers are embracing flexible finance as a practical way to budget for considered purchases. Snap meets this demand with its Pay in 4 feature, allowing customers to split purchases into four payments, cancelling all interest if cleared in 4 months, and the 0% 11-month plan, where customers can spread the cost over 12 equal instalments interest-free. This allows customers to furnish their homes without large upfront costs, giving them confidence to choose higherquality pieces through transparent, manageable budgeting. For retailers, this means higher conversion rates, bigger basket sizes, and more satisfied customers. For larger investments, such as a new sofa suite or complete kitchen, Snap Finance also offers longer-term lending options. Customers can borrow up to

£5,000, spreading repayments over up to 48 months with interest rates from 19.9%, representative 29.9% APR. Snap’s innovative SnapFlex model, built on true risk-based pricing, delivers personalised, individual-level finance solutions matched to each customer’s circumstances. Honeypot Furniture, a growing familyowned business, has achieved a 72% increase in sales facilitated through Snap Finance between 2023 and 2024. This growth aligns with the launch of SnapFlex, which Honeypot integrated to boost approval rates through advanced credit decisioning. This allowed them to confidently offer finance to a wider audience and reduce credit-driven basket abandonment. Customers can choose between 0% interest over 11 months or personalised interest rates tailored to their financial circumstances for terms of up to 48 months, making it easier to invest in the furniture they truly want.

Ben Mitchell, Operations Manager at Honeypot Furniture, said:

Snap has been an integral part of our journey, supporting us from our early days by providing flexible finance solutions to help our customers afford quality furniture.” “With Snap as our lender, we’ve seen extraordinary growth, quadrupling our revenue in just four years. Their reliable service has been vital to our success.

Combining 0% and flexible interest-bearing options in a single journey, SnapFlex generated an 87% increase in approval rates for retailers in 2024 – while enhancing fairness, expanding access, and delivering greater choice for consumers.

Smarter Credit Decisions for Faster Furniture Sales Snap Finance is continuously evolving its services to meet the shifting expectations of modern shoppers, bringing innovation and accessibility to the consumer credit space. This commitment to progress is creating a future where more consumers from diverse credit backgrounds can achieve their home improvement goals. Snap’s award-winning Income Portal integrates Open Banking, Universal Credit, and HMRC data to deliver faster, more accurate affordability assessments. The portal allows customers to verify their income in a way that matches individual circumstances. This speeds up verification, but also recognises financial responsibility where traditional credit scores fall short, helping retailers reach untapped customers and unlock sales that might otherwise be lost. Between 2023 and 2024, Honeypot saw approval rates rise by 57% using Snap’s smart credit decisioning.

Snap customers can check their eligibility without impacting their credit score, helping reduce uncertainty and empowering shoppers to make informed decisions, whilst supporting higher application volumes to drive sales conversion.

Frictionless Finance to Furnish Every Home In today’s digital-first landscape, consumers expect speed, simplicity, and flexibility, especially when it comes to high-value purchases like furniture.

Liam Deasey, Chief Revenue Officer at Snap Finance UK, said: “It’s essential that the customer journey is designed with simplicity in mind. Snap allows shoppers to apply in-store with minimal staff involvement, delivering a seamless, step-by-step experience that enhances both customer satisfaction and sales conversion.” With tools like APIs and plug-ins, Snap’s online solutions embed seamlessly at checkout, allowing customers to apply for finance without being redirected or restarting the process. This reduces friction, keeps customers engaged, and significantly cuts down on basket abandonment. For in-store journeys, Snap enables quick applications through QR codes or SMS links, delivering a convenient omnichannel experience with minimal employee involvement. Liam added: “Through our work with hundreds of UK furniture retailers, we’ve seen that fair access to flexible finance can be the

deciding factor between a customer walking away or making a purchase.”

Easier, Smarter Finance for Retailers Snap provides retailers with practical tools and support to make offering finance simple and effective. The dedicated retailer portal connects directly with existing platforms, simplifying sales and finance processes for retail teams. It streamlines applications, approvals, and customer management all in one place, providing instant access to customer loan agreements and related documents. Snap’s dedicated Account Managers and UK-based support team ensure retailer partners and customers receive personalised assistance every step of the way.

Whether the goal is to reach a broader customer base or increase conversions at checkout, Snap’s flexible finance options are designed to support business growth at every stage. Learn more about Snap’s retail solutions at: snapfinance.co.uk/ retailer

90 PRODUCTS TRADE SERVICES

Peak practice

Mike says the solar panel project has transformed the business

“Sustainability takes centre stage in everything we do

Peak’s winning management team

Foam and fibre converter Peak Converters says it was delighted to receive the Furniture News Readers’ Choice Award for Best Component/Material Supplier this year …

The Derbyshire Dales-based company, renowned for its customer service and innovative, high-quality foam and fibre products, is one of the UK’s leading suppliers of upholstery kits to the trade. For over 50 years, it has produced millions of kits and cushions for some of the largest furniture, caravan and mobile home manufacturers across the country. MD Mike Crowshaw comments: “We are absolutely thrilled to be voted Best Furniture Component/ Material Supplier in this year’s awards. This recognition means a great deal – especially because it comes from Furniture News readers in what has been an exceptional year for our business. I send my personal congratulations and thanks to our entire team and to all the readers who voted for us.” The accolade follows Peak’s win at the Furniture Component Expo, where the company received the BFA’s Excellence in Sustainability Award for its pioneering solar panel project earlier this year. The project, which included the installation of 501 solar panels across the manufacturing site, impressed

the judges as a model for integrating renewable energy solutions into existing manufacturing operations. The outcomes of the project have been transformative for the business, enabling the factory to run entirely on self-generated renewable energy. Continues Mike: “Sustainability takes centre stage in everything we do here. Our installation of solar panels has enabled us to generate enough energy to power our entire factory. We have already saved over 21 tonnes of CO2 emissions – that’s equivalent to planting 1,278 trees, or driving 309,000km powered by sunshine! It’s just one of many methods we are introducing that underlines our commitment to reducing our environmental footprint.” Looking ahead, the company is researching the possibility of expanding its solar capacity by adding battery storage solutions, allowing it to store excess energy for use during peak demand. By generating clean, renewable energy on site, it will be able to power its growing fleet of electric vehicles and support a transition from gas heating to energyefficient infrared heating systems in the near future. The company is committed to setting new sustainability benchmarks across the industry, and also collaborates as a development partner to several of the soft furnishing industry’s leading component suppliers, combining skills to develop products that not only offer superior comfort, but that are also eco-friendly. Concludes Mike: “We’re committed to setting new sustainability benchmarks across our industry, whether that’s through reducing energy consumption, or our approach to product design and material sourcing. We’re now offering more resilient, innovative, and eco-friendly fibre solutions than ever before.” www.peakconverters.co.uk

Where Expertise and Innovation meet Your trusted partner for innovative, high-performance, eco-friendly foam and fibre solutions. sales@peakconverters.co.uk +44 (0) 1629 823680 www.peakconverters.co.uk

92 PRODUCTS TRADE SERVICES

CASTELAN GROUP

Castelan’s national head of sales Zeyn Kassam, Martin Napper, Mo Khan, and Castelan’s business development manager Steve Burge at Lee Longlands’ Bristol Cribbs Causeway store

www.castelangroup.com

Retailer Lee Longlands has appointed Castelan to be its furniture protection provider. The new offering is now on sale through the seven Lee Longlands stores – including Peterborough, which opened last month. Mo Khan, head of sales at Lee Longlands, says: “We’re very excited to be launching a new protection scheme with Castelan. We knew from the very first meeting that Castelan shared the same corporate values as Lee Longlands. “Their expertise and ability to design bespoke protection schemes fits perfectly with the cultural ethos of Lee Longlands. Our desire to offer the ‘best’ possible value to our customers is perfectly reflected in our new enhanced protection cover. “There is already a buzz amongst our store employees following their product training with the Castelan business development team.” Martin Napper, CEO at Castelan, adds: “We were delighted to be appointed by Lee Longlands to provide their furniture protection scheme. The directors of both companies already have a clear understanding of the benefits that the partnership will bring for the Lee Longlands customers. The Castelan business support team will work closely with each store to deliver excellent customer outcomes. We look forward to a long and happy partnership, delivering the most enhanced customer product cover in the market.”

THE FURNITURE & HOME IMPROVEMENT OMBUDSMAN www.disputeresolutionombudsman.org Image courtesy Shutterstock/wutzkohphoto

What is an expert witness, and why is their report important in resolving furniture disputes? According to the Furniture & Home Improvement Ombudsman (FHIO), furniture disputes are often subjective, sometimes involving natural characteristics such as tiger striping on wood. The FHIO assesses the pre-contract information provided to consumers – such as showroom displays and product descriptions – which forms part of the contract. If these reference the characteristic in question, it is considered in its assessment. When a case is less clear, an independent expert may be required to assess whether the item breaches implied terms on description, fitness for purpose, or satisfactory quality. Expert reports form part of FHIO’s evidence review and can be: a Gold report, commissioned by a consumer or retailer not in FHIO membership; a member’s report requested by a member retailer; or an ombudsman-commissioned report, where conciliation fails. Why might a retailer or manufacturer need one? “An expert report can determine whether a product fault exists and if repair is possible or reasonable.” Says the FHIO. “For use as an expert witness report, it must be Part 35 compliant – prepared under the Civil Procedure Rules’ Pre-action Protocol – meaning the expert’s primary duty is to the court. The expert must be suitably qualified, declare any areas outside their expertise, remain independent, and sign an Expert’s Declaration and Statement of Truth.

“Civil claims are decided on what is more likely, not necessarily requiring absolute proof. Reports from technicians, manufacturers and retailers are considered, but a compliant expert opinion carries greater weight due to strict criteria. Such reports can be crucial in subjective matters – for example, assessing comfort, where the expert may examine construction, test springs, check for manufacturing faults, inspect the item in situ, and conclude whether it is unfit for purpose. “Claims are assessed objectively against what a reasonable person would expect, based on available information. For example, would a reasonable person expect visible tiger striping after being informed about natural characteristics? Where uncertainty remains, expert opinion often resolves the matter.” FHIO is expanding its pool of independent consultants in Great Britain and Ireland. To apply or request details, email ssimonds@ disputeresolutionombudsman.org with a CV.

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94 OPINION

Smarter contracts for furniture suppliers Photo courtesy Shutterstock/Amnaj Khetsamtip

When business partnerships are tested, a well-drafted contract can make the difference between resolution and termination. This month, The Legal Director’s Natalia Samodina explores seven common mistakes British furniture suppliers make in their B2B buyer contracts – and how they can be remedied before it’s too late … By Natalia Samodina

In a fast-changing business environment, furniture and homeware suppliers face growing pressure to win new buyers and retain existing ones. Economic downturn, trade disruptions, growing regulatory complexity and evolving consumer demands all add friction. In the rush to close deals, it’s tempting to sideline key contractual protections. But even the most promising buyer relationships can unravel if the contract is vague, imbalanced, or missing critical clauses. Whether you’re supplying boutique retailers or national chains, your contract isn’t just a legal formality – it’s the operational blueprint for delivery, growth, and risk management. When that blueprint is flawed, the fallout can be serious – delayed payments, rejected goods, reputational harm, and costly disputes. This article explores seven common mistakes British furniture suppliers make in their B2B buyer contracts. If you want to fix those mistakes and achieve long-term, resilient partnerships built on contracts that protect your interests and foster mutual success, read on …

1. Assuming your standard terms automatically apply Standard terms only protect you if they’re properly incorporated and clearly accepted by your buyer. If both parties exchange conflicting terms, you risk falling into the ‘battle of the forms’ which, in turn, can trigger operational chaos and, ultimately, a dispute. If you operate on the basis of standard terms, be absolutely clear that your terms apply. Do not allow any ambiguity on this point. And remember to update them regularly to reflect changing laws, regulations and market realities. 2. Vague or mismatched delivery terms Unclear handover points, Incoterms (international commercial terms) that do not reflect the actual logistics, and mismatched risk and ownership transfer clauses create confusion, delays in deliveries and added costs. Typical missteps include: a buyer bears the loss of goods destroyed in transit before title passes or

“Your contract isn’t just a legal formality – it’s the operational blueprint for delivery, growth, and risk management

insurance kicks in due to a conflict between the

Add into the mix the ghastly alternative of a

chosen Incoterms and ownership transfer provisions;

dispute, the broken relationship, the scramble for

or a seller and buyer clash over unloading costs due to

alternative partners, the stress and the effects on

conflicting CIF terms and contractual delivery wording.

the team morale – not to mention the scorched-

It may be a little tricky to ensure that all connected

earth effects of litigation – and it becomes clear

provisions work perfectly together – but it is well worth

what a brilliant tool a carefully negotiated contract

the effort to get it right. Remember that courts won’t fix

management tool can become.

poor drafting – so ensure delivery terms are precise, consistent and work logically with related provisions.

It’s a strategic safeguard – and one that should be applied consistently across your customer base to promote a coherent risk management approach.

3. Not counteracting ‘superior force’ The ‘force majeure’ concept – excusing non-

6. Deficient limitation of liability provisions

performance in the adverse event beyond the

A well-crafted limitation of liability clause can shield

reasonable control of the non-performing party – is

your business. But vague, sweeping, or legally flawed

essential in long-term and international contracts. But

exclusions may be unenforceable.

to protect you it must be included (courts won’t imply

This area is riddled with misconceptions. Many

it), be specific (catch-all phrases like ‘events of similar

clauses attempt to exclude losses using generic

nature’ won’t do), not overreach, ensure causation,

terms like ‘indirect and consequential’, assuming

and cause the impossibility to perform.

they cover lost profits or business. In practice, such

To be accepted in courts, it also has to include

language often falls short. Statutory constraints, like

obligations to mitigate impact of the event in question.

the Unfair Contract Terms Act 1977 and the Late

The complexity of an operable force majeure clause is often overlooked – but in the right hands it’s an easy task.

Payment of Commercial Debts (Interest) Act 1998, restrict what can be excluded. To be effective, these clauses must be precise, legally sound, and tailored to the contract’s

4. Failing to address price volatility

context. It’s one of those areas where DIY drafting

In a sector where raw material costs, energy prices,

can backfire, so it’s worth engaging a qualified

currencies and international freight charges can

professional to avoid exposure to unlimited liability.

swing dramatically, fixed-price contracts may offer short-term certainty but long-term risk. Without built-

7. Delivering without losing – retention of title

in adjustment mechanisms, you can find yourself

In an ideal world, goods are delivered, invoices are

locked into unprofitable deals – this is especially true

paid, and everyone moves on. But when payments

in long-standing relationships.

stall – typically with instalment arrangements –

A well thought-through price review clause could help alleviate this risk by including: a mechanism

suppliers need more than reminders, they need contractual protection.

for periodic assessment of pricing based on agreed

Buyers’ terms typically transfer ownership on

specific triggers, such as commodity prices, inflation

delivery or payment, but they rarely include retention

benchmarks, tariffs and currency fluctuations; and

of title provisions favouring the seller. Relying solely

perhaps material substitution provisions to protect

on ‘ownership upon full payment’ clauses won’t grant

you if specific materials become unattainable or

repossession rights if the buyer defaults.

prohibitively expensive.

A well-drafted retention of title clause acts as a quiet

These clauses shouldn’t feel adversarial. Frame

insurance policy – even after delivery, the seller retains

them as mutual safeguards that ensure continuity

ownership until full payment is made. It’s simple, but

of supply and commercial fairness. Buyers are more

powerful – especially when cash flow falters.

receptive when they understand that rigid pricing can

That said, it’s no silver bullet. Recent legal

lead to corner-cutting, delays or supplier withdrawal.

developments, including section 233B of the Insolvency Act 1986, have weakened its effectiveness

5. Contract management clauses

in insolvency scenarios. Still, despite its limitations,

Even if a contract is hundreds of pages long, it can

a robust retention of title clause remains a valuable

never predict every twist and turn in the relationship

safeguard in your contractual toolkit.

with your customer. That’s why a well-drafted contract should include

Bulletproof your buyer contracts

more than just a formal dispute resolution clause

In today’s unpredictable market, contracts must do

– it needs a structured, non-adversarial, internal

more than close the sale – they must protect your

mechanism for regular check-ins, performance

margins, reputation and long-term viability. From

reviews, and issue escalation to attempt to preserve

delivery terms to liability caps, each clause is a lever

the constructive relationship.

for commercial strength.

This should not be a tick-box exercise. Done well, it can become one of your most valuable mechanisms

This article does not constitute legal advice. For

for keeping the relationship constructive and

tailored advice on how to bulletproof a buyer

prosperous, while adapting to changing realities –

contract, contact Natalia on

without the need for constant amendments.

natalia.samodina@thelegaldirector.co.uk

“In today’s unpredictable market, contracts must do more than close the sale

96 OPINION

The right time to buy a sofa for Christmas Photo courtesy Shutterstock/Csaba Peterdi

Christmas may seem a while off, but shoppers who buy their furniture too late may find they’ve missed the window for delivery in time for the holidays – and that logistical reality gives retailers a useful selling tool this month, explains industry training specialist Adam Hankinson (Furniture Sales Solutions) … By Adam Hankinson Every year, it catches people out. A customer strolls into a furniture store in late November, relaxed and optimistic, only to hear: “We can’t guarantee delivery before Christmas.” It’s not sales pressure. It’s logistics. In truth, for many manufacturers working on 16-week lead times, the first week of September is already pushing it. Sixteen weeks from then takes us right to the end of December – and that’s without factoring in delivery schedules, warehouse capacity, or any seasonal delays. Miss that window, and you’re relying on luck. Post-holiday mindset meets real-world deadlines What makes it even trickier is how customers tend to feel at this time of year. Many are just back from summer holidays. The weather’s still warm. They’re ambling around the store, “just looking”. There’s no urgency in their mind – plenty of time to decide. But the truth is, they don’t have months. If they want their sofa in place before Christmas, they may have only days or weeks to make a decision. Ask the questions that unlock urgency Smart salespeople don’t use pressure. They use purpose. And that starts with two simple questions we call the million-dollar questions: 1. “So, what’s the project?” This shifts the conversation from product to purpose – helping the customer talk about what they’re really trying to achieve. 2. “Ideally, when would you like the project completed by?” This gently opens the door to timelines. Often, the

customer will say, “Oh, before Christmas ideally,” without realising how tight that makes things. That’s your moment to offer clarity: “To be honest, some of our suppliers are already quoting 16-week lead times. If Christmas is the goal, we’d need to get this confirmed soon.” It’s not a hard sell. It’s just the truth. The internal issue – too little, too late One of the biggest missed opportunities each year is late communication from buying or logistics teams. Salespeople are often told the official Christmas cut-off mid-October – say, the 13th – with just a few days’ notice. By then, dozens of September conversations have already happened. And the chance to help those customers take action has passed. If that message came four weeks earlier, the team could use it naturally with every customer walking in – no pressure, just a useful heads-up. Why September matters more than ever to furniture retailers September is the moment of opportunity. Delivery slots still exist. Customers are open to ideas. And there’s time to choose properly without the chaos of the festive run-up. But only if store teams are equipped with the right lead times early, the right questions, and the confidence to guide, not push. Because once the weeks are gone, they’re gone. And no-one wants to be left sitting on last year’s sofa when the family arrives. www.furnituresalessolutions.com

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98 OPINION

Don’t wait for Black Friday – sell smarter today

By Clare Bailey

Autumn is the danger zone. Shoppers pause. They wait for Black Friday ‘bargains’. Big-ticket sales stall. Footfall softens. Retailers panic, slash prices, shred margin – and wonder where the profit went by Christmas. But smart independents don’t wait for November. They win early. You protect margin not with discounting, but by training your team to sell earlier, better, and with purpose. I sit on the board of the Institute of Sales Professionals because I know selling isn’t about pushing product. It’s about asking smarter questions. It’s about guiding the customer to what they want – and removing every reason to walk away. Your team can’t just be greeters. They need to be advisors, problem-solvers, confidence boosters. The kind who can uncover what’s really driving the sale. Who’s coming for Christmas? What’s the guest room like? How many do you need to seat? When do you need it? Understanding the buying motivation of potential customers allows you to guide them to the best choices for their needs. Make your shoppers feel seen, understood, and ready to buy. They won’t just remember the product, they’ll remember you. Then, when the conversation’s flowing, sell the whole package – not just the bed, but the mattress protector, the bedside table, etc. Not only for the upsell (although that’s a bonus), but because it makes the customer feel cared for. You’ve listened and understood their needs and wants (and budget, potentially). Crucially, it helps them with their vision and shows you can provide the perfect solution for their room overhaul based on what they are looking for. This is also where supply chain agility counts. A hesitant customer turns cold when they hear delivery by January when they want something for Christmas. Strong sellers tackle that up front – check stock, offer alternatives, and pivot the customer to in-stock options, quickly, smoothly, confidently. Selling is also subconscious – your showroom should speak to all five senses. Roomsets that whisper ‘Here’s your perfect Christmas set-up’. Warm lighting. Subtle scent. Soft textures. Music that slows them down. Dwell time boosts sales. Online only? Don’t forget the art of silent selling. Rich imagery. Styled bundles. Copy that converts.

Photo courtesy Shutterstock/Odua Images

Last month, retail expert and high street advocate Clare Bailey, founder of The Retail Champion, wrote about fixing supply chain risk – but now it’s September, and with peak and Black Friday looming, it’s time to sell smarter, she explains …

Great user experience. Even live consultations. If you can’t sell in person, sell through the screen. Ultimately, you’re not just selling furniture – you’re selling the pride of hosting guests, the joy of a welldressed table at your dinner party, and overnight visitors sleeping soundly – these emotions matter. Customers want more than a discount – they want confidence, ethics, reliability. Explain why things cost what they cost, why they are worth it. Reassure them that items will arrive on time. This all gives them peace of mind. So, here’s your September action plan: train your team to ask better questions to help curate the sale; create an in-store experience that sells subconsciously; push in-stock products as the smart, stress-free choice; turn values into value – sustainability, trust, delivery certainty; and sell the vision, not just the item. While others brace for peak, you’re already performing. You’ve trained your people, improved the experience, and built a business customers can trust – not just at Christmas, but year-round. That’s how you protect your margin. That’s how you grow your reputation. That’s how you accelerate retail success. www.retailchampion.co.uk

“Smart independents don’t wait for November. They win early. You protect margin not with discounting, but by training your team to sell earlier, better, and with purpose

The Furniture Makers’ Company the furnishing industry’s charity

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100 OPINION

New graduates and the skills for success Photo courtesy Shutterstock/PeopleImages.com, Yuri A

Whatever their level of schooling, your children’s graduation days should be celebrated – not least because it means they’ve developed at least some of the skills needed in retail, Gordon Hecht, business growth and development consultant to the retail home furnishings industry, wrote in US trade magazine Your Source News … By Gordon Hecht

As I write this, it’s graduation season here in the US! For parents of college graduates, it’s Tuition Liberation Day. High school graduates think that the hard work is over as they begin chapter two. It seems there are more graduation ceremonies than ever. It used to be just high school and college. Now there’s elementary and middle-school ceremonies. In fact, chances are good that your town has a pre-school and kindergarten commencement. In the second half of the last century, we didn’t celebrate every milestone. I think today’s parents and schools have it correct, though. Each step counts, and let’s enjoy every win. This was driven home to me while packing for our recent move. I came across the kindergarten report card I received from John Pearl Elementary School (I won’t reveal the year, but JFK was president). I didn’t earn straight As that year. My perpetual falldown was handwriting, and colouring within the lines. Unsatisfactory on both. I did well in every other field (including lunch) – and every one of those skills helped me in a successful sales and business career. Follows directions: Kindergarten is majorly focused on teaching kids how to be students. When the teacher said to stand in line (and hold hands, yuck!), we had to learn how to do that.

To be successful in sales, you need to follow the directions too. It’s called the sales process. It’s designed to lead the shopper through logical steps culminating in a purchase. The kiddies in Grade K that refused to stand in line got sent to the principal. Your employees that cannot follow directions may need to be sent out the door. Takes care of materials: Selling means using the physical tools in the shop. Those tools may include demonstration models, point of purchase material, finance cost calculators, colour and fabric samples, and more. On the day your shop opened, those materials were arranged in convenient locations. Easy to access and utilise. Until one day, someone didn’t put them back. Few things are more frustrating than trying to locate missing sales aids when you’re shopper facing. It’s embarrassing and a time waster. Make it a rule in your store. If you have time to move something, you have time to move it back. Completes work on time: The digital age and speed of the Worldwide Interstate thingy has made our work world easier. We can reserve inventory or place orders in mere seconds. But only if we work the keyboard in a speedy timeframe.

“I did well in every other field (including lunch) – and every one of those skills helped me in a successful sales and business career

101

Delaying order processing leads to delayed customer satisfaction. And with the demand for no-hassle service these days, it will lead to sales and revenue loss for you. Good work habits include promptness and expediency. Insist on it. Able to identify pennies, nickels, dimes, and quarters: There’s two parts to this skill. First, in our retail world, every penny, nickel and quarter counts. If your end of year net profit is under 10%, that means you earn a few cents on every dollar you collect. Retail sales associates need to respect your pricing and thin margins. Help them understand the costs of running a business and the effect of discounting on your profitability. Each time they can identify a way to add a few extra coins to a sale helps your business survive and succeed. Second, while we know every penny adds up, can your team add them? You know, good old-fashioned arithmetic. We love our fancy PoS systems that do the math and add tax for us. But what happens when those systems fail? Can your team write a manual order? Take time this week to run a drill on manually writing orders – how to calculate tax, and what items your state collects tax on (delivery and labour, for

instance). Include training on getting name, address, zip code, and multiple contact info. Works and plays well with others: Back at John Pearl Elementary, we were penalised for kicking sand out of the sandbox. Especially when it was aimed at other kids. Sharing, taking turns, and speaking in a moderate voice were skills needed to move on to first grade and darned necessary in the workplace. Our retail world consists of limited shoppers, limited inventory, limited time off, and limited lunch breaks. The potential for conflict becomes high. When it boils over, customer service is reduced. Let’s face it, we work with humans, with human emotions. You can’t hire a team of Pollyannas. However, continuous acts of anger from an associate cannot be tolerated.

“To be successful in sales, you need to follow the directions too

If you have a student graduating in your household, congratulations. No matter the level, each step takes work, study, and good habits. Help them change the world. This article was originally published by Your Source News. Gordon can be reached at gordon.hecht@aol.com.

Where were all the CEOs? This summer, Steve Pickering, the ‘unorthodox’ CEO of independent bed retail chain Sussex Beds, attended the CIPD Festival of Work – where he encountered a distinct shortage of business leaders … By Steve Pickering

It’s the second time I’ve visited this event, which features seven themed stages where speakers address the most pressing business challenges and workplace opportunities. I came away with pages of notes and ideas covering workplace employee experience, EDI, leadership and management, learning and development, employee engagement and wellbeing. The event was packed with HR directors, people managers and professionals. However, from my observation, there seemed to be a distinct lack of CEOs and managing directors. Why? Time and again, questions from the audience enquired how best they should communicate ideas and

initiatives back to their boards or senior leaders. My thought was, why weren’t they there in the first place? People are business, business is people. You need your people – you need them actively engaged. Employee engagement is essential for business success because it creates a positive cycle that benefits every aspect of your organisation. Engaged employees are more productive, deliver higherquality work, and stay with the company longer, which reduces costly turnover and attracts top talent. They provide better customer service, contribute innovative ideas, and collaborate more effectively, all of which directly improve financial performance through increased

revenue and profitability. Most importantly, engagement is contagious. When employees feel valued and connected to their work, they create a positive workplace culture that reinforces high performance and makes your business more competitive and sustainable in the long term. This is why, for me, this event is one of the most important in my annual calendar – learning and spending quality time with my incredible people team. CEOs and MDs – when did you last attend a people-focused event? What’s stopping you? www.linkedin.com/in/stevepickering-unorthodox-ceo/

“People are business, business is people – and you need your people actively engaged

102 OPINION

IKEA Oxford Street and the final mile Without on-site parking for easy takeaways, shoppers at IKEA’s Oxford Street must turn to various delivery options (photo courtesy IKEA)

In May, IKEA opened its highly anticipated store on London’s Oxford Street, bringing its value furniture offer to shoppers in the heart of the capital. Its decision to do so despite the lack of on-site parking reflects the evolution of furniture delivery, writes Richard Hanscott, CEO at SMS services specialist Esendex, who suggests that it may be time to rethink the ‘final mile’ of the fulfilment process … By Richard Hanscott

Renowned for its flatpack furniture and immersive showroom experiences, IKEA raised eyebrows when it announced the opening of a new store on bustling Oxford Street in central London. Notably, the store has no on-site parking, prompting the question – how will urban shoppers get their purchases home? The delivery market has shifted considerably in recent years. A previous report found that in 2023, click-and-collect sales made up more than one in 10 of all retail ecommerce sales. Meanwhile, parcel lockers – where customers can collect their parcel from a nearby locker at a time that suits them – have soared in popularity due to their convenience and often cheaper pricing when compared to door-to-door postal services. InPost, a leader in the parcel locker market, delivered a record one billion parcels last year, while adding 11,500 new lockers to its network. The addition of these delivery alternatives means retailers selling smaller goods like clothing and accessories have been able to benefit from the greater choice they can offer to their customers. But until a flatpack desk can be compressed into the size of an A3 envelope, those dealing with larger, bulkier items – like furniture – need to seek other ways to enhance their delivery experience. Additionally, with few shoppers heading into IKEA to pick up just one or two items, the challenge isn’t just

about getting the bigger products delivered – it’s also about getting multiple different-sized products home. Buy now, delivered later In the case of IKEA’s no-car Oxford Street store, the traditional showroom-to-car boot model is no longer sustainable. While other furniture retailers might be put off by an inner-city location like this one, IKEA has recognised that the site brings a unique opportunity to offer consumers a new experience when it comes to in-store purchasing and home delivery – all while capitalising on the heavy footfall of a busy urban location. This shift in focus from physical convenience at the point of purchase to digital convenience postpurchase means that the final mile – the last stage of the parcel’s journey – is now a critical differentiator when it comes to customer experience. Thinking beyond the logistics The final mile has long been a logistical challenge for retailers, but it can’t be considered solely from an operational point of view. Rather, retailers must recognise that the post-checkout experience has become a customer touchpoint in its own right, and an extension of the brand itself. In IKEA’s case, the erasure of other delivery options – such as click and collect – puts further pressure on the final mile.

“Those dealing with bulkier items need to seek other ways to enhance their delivery experience

103

Effective communication is essential to deliver a good delivery experience. Customers expect to be kept in the loop at every stage, from when their order is first received, all the way to their door. And if something changes, they want to be the first to know. Customers will often need to co-ordinate deliveries around work and home access, so transparency and timing are key. A missed or delayed delivery can lead to frustration and a poor experience, even if the product itself is perfect. In a busy urban environment like central London, where you can expect a lot of customers to live in flats and apartments, many may also be calling in favours to help them move furniture up and down stairs, further adding to the disruption if it doesn’t arrive when expected.

reduce post-purchase anxiety and initially reassure customers that their purchase has been processed. Once the item has left the warehouse, real-time tracking links give visibility and control over delivery, while proactive updates for delays and ETAs prevent ambiguity and unnecessary calls to customer service, lightening the load on busy contact centre staff. Messaging platforms can also be used beyond product delivery to gather further feedback and prompt reviews, or suggest related products. Not only do these help customers get the most out of their purchase, reducing buyer’s remorse and associated returns, but they can also drive sales. Customer satisfaction and long-term loyalty will both benefit from a positive delivery experience that doesn’t just end when the shipment arrives at the door.

Automating delivery updates To meet these demands at scale, retailers are increasingly turning to automation. Smart messaging platforms allow brands to send timely updates, confirmations and alerts through the channels customers are already using – including SMS, WhatsApp, and in-app messaging. While automation can help send out large numbers of messages with no or minimal effort, it doesn’t need to be impersonal. With the right tools, it’s possible to create highly personalised, useful messages that feel human – even if they’re created with the help of AI. Instant order confirmations can be useful to

A look ahead IKEA’s Oxford Street store is a symbol of a wider industry shift. With fierce competition in the sector and annual household spend on furniture dropping, retailers and logistics providers need to adapt to new retail models if they’re to survive – and thrive – in today’s market. As the final mile evolves from a purely operational concern to a strategic differentiator, customer communication is becoming all the more essential for experiences that enhance, rather than detract from, the product itself. www.esendex.co.uk

“Customers expect to be kept in the loop at every stage

104

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PARTNER COMMENT OPINION 105

NATIONAL BED FEDERATION (NBF)

Champion of champions The bed retail landscape in the UK and Ireland is undergoing a significant transformation, and as consumer expectations evolve and competition intensifies, it has never been more critical for retailers to adapt and strengthen their business – so the NBF is stepping up with a new enhanced benefits package in its Retail Champions Scheme, writes the federation’s marketing and communications manager, Philippa Warford … By Philippa Warford

Designed for retailers predominantly stocking NBFapproved member brands, this additional fee-based package is more than an expansion of existing offerings – it is a recognition of the challenges facing today’s retail sector. The pandemic reshaped consumer habits, and the need for comprehensive support has never been greater. By providing in-depth consumer bed-buying research, expert guidance on legislation, and practical resources, we are equipping retailers with the tools to thrive in a competitive environment. Importantly, the NBF’s work extends beyond retailer benefits. Our long-running consumer education campaigns continue to tackle ‘back of the van’ mattress scams – a practice that undermines consumer safety and the reputation of legitimate retailers. Through the NBF’s consumer arm, Bed Advice UK, we regularly warn shoppers about the risks of buying from rogue traders and highlight the benefits of purchasing from reputable businesses that stock beds made by NBF-approved manufacturers. Encouragingly, our latest consumer research shows progress – the percentage of people who knowingly bought a mattress from such traders dropped from 2% in 2024 to just 1% in 2025. Buying secondhand also halved, from 4% to 2%. This decline demonstrates that consistent, industry-wide education is making a real difference – protecting consumers while supporting genuine businesses here on home turf. The Retail Champions Scheme plays a vital role in building this trust. It guarantees that consumers can buy beds from manufacturers meeting strict standards on fire safety, cleanliness of fillings and trade descriptions, enhancing confidence in NBF

member brands and lifting the industry’s reputation through relationships based on integrity. Retailers who are part of the free scheme already receive complimentary PoS materials, digital marketing assets, and a listing on the NBF’s consumer website, www.bedadvice.co.uk. The introduction of the enhanced benefits package, however, allows them to further stand out from the competition. With a crowded market, having access to additional resources – including round-the-clock legal assistance, health and safety guidance, information on the latest sustainability initiatives and VIP access to the bed industry’s biggest event, the Bed Show – can be the difference between progress and being left behind. The NBF’s efforts in both empowering retailers and protecting consumers reflects our commitment to the bed industry’s long-term success. But the responsibility for driving progress is a joint one. Retailers must actively embrace the support available and adapt to a constantly evolving market. Attend the Bed Show, participate in initiatives like the Retail Champions Scheme and back wider consumer education efforts, such as scams education and annual campaigns like National Bed Month. For existing NBF Retail Champions, upgrading to this new suite of benefits should be an easy decision. With modest annual fees for small independent retailers, the investment offers unrivalled support and insights. Retailers who have not yet joined the scheme should consider applying to join and unlock the full benefits available. www.bedfed.org.uk/resources/retail-championsscheme/

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106 OPINION FEEDBACK

THIS MONTH, WE’RE ASKING …

When did you last take a break from the business? Had a week in Bordeaux in June, it was fantastic to immerse in wine culture and leave the daily grind behind, even if it was just for seven days

Very recently. It’s important to recharge. However, with our RetailSystem website and email all on my smartphone, it’s very easy to stay connected from almost anywhere

Gareth Mayhew (Roundhill Consultancy)

Garry Preston (TR Hayes)

Early July, to pop to Ireland and visit my wife’s family there

I tell my teenage daughter I’m an early adopter of Fear Of Missing Out (FOMO), as I never truly take a break. As an agent rep I was taught how important it was to ‘always be available’ for any retailer queries – particularly at weekends. Now, back working with an offshore supply base, it’s the same principle, of appreciating the need for answers and confirmations, given the difference in working times. But it’s not all bad! Despite the above, I have learnt to manage time accordingly to suit my needs, and it works well for me and my family

Wayne Robbins (Iconography)

I took three weeks in Australia over Easter this year, followed by a four-night getaway to Malta with the girls in June. While returning to reality often comes with a touch of the holiday blues, I believe taking time away from the business is essential. Stepping back allows you to reset and recharge – and more often than not, you return with fresh perspective and renewed energy Kathryn Lukehurst (Lukehursts)

I’m currently on an enforced break (since 31st May), but prior to that I think it was September/October 2024 Andy Stockwell (Improve Retail)

I don’t really, but when you do something you love/feel passionate about, it doesn’t feel like work. I get lots of time out here and there, but when I need to answer an email or take a call, I will, regardless of where I am or what I am doing – just like any small business owner Clare Bailey (Retail Champion)

Physically, in June to sunny Rhodes – but mentally, I don’t think I ever do … Jan Duckworth (Cox & Cox)

The end of July, for a family holiday in Derbyshire exploring the Peak District, somewhere we’ve not been before Peter Harding (Fairway Furniture)

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Ian Priestley (Furntech)

In reality, probably never. When I’m away from Mattress Online, even on holiday, I never really switch off, and will check emails and KPIs daily Steve Adams (Mattress Online)

A long time ago. It feels like we’re communicating more and more through messaging apps, so it’s becoming increasingly difficult to switch off when on a break Paul Groves (sales agent)

I can’t remember the last day I didn’t do at least some work, but I love what I do, so it really isn’t work Greg Suthern (100% Comfort)

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