Highgrove Beds will use this year's Bed Show (taking place at Telford's International Centre on 24-25th September), as a launchpad for several new products, ranging from innovative and upgraded mattress specifications to a range of adjustable beds named Comfort Control.
Highgrove has continued on from its investment at its Liversedge site in 2019, with more than £1m invested in new machinery, including the latest foam-cutting technology, which promises to enable the company to continue its expansion into the smart foam market sector.
Head of marketing Shane Harding is confident that the business will continue to take market share despite what is acknowledged as one of the toughest retail environments in many years: "We have now firmly bedded our three main brands into the marketplace – HG at the entry level, our established flagship Highgrove brand taking up the centre ground, and Sanctum targeting the premium hand-tailored sector.
"Our strategic approach has always focused on giving our customers what they want, when they want it, and for the best value possible. With 98% of customers now receiving our Fastersleep (within seven days) delivery service on virtually our entire product range, this has reduced the need for retail warehousing and improved customer cash flow.
"We are now confident that customers now view Highgrove as a ‘one-stop shop’ for all their bed floor requirements."
In addition to the wide product offer, Highgrove has invested more than £500k to support high street retailers with high impact in-store displays and additional PoS, which includes branded footmats and pillowcases to enhance store displays.
Although the internet plays an increasingly important role in consumer decision-making, Highgrove has made a tactical (and commercial) decision to support the high street, and its brochure collection is strictly not available for internet trading.
"We feel that consumers still want to 'try before they buy’, and although internet sales continue to outpace retail, big-ticket comfort items will still be primarily sold in-store for many years to come," Shane concludes.
See Highgrove's new ranges at the Bed Show (stands B20 and C20).
