Meta Sofa is entering a new chapter, with its transition to Meta Home Group, a move that reflects the rapid expansion of the business beyond upholstery and its ambition to offer customers a broader, more complete home furniture proposition.
The supplier says the evolution from Meta Sofa to Meta Home Group represents much more than a change of name: “Since launching Meta Sofa, the business has grown significantly in both scale and product breadth. What began with a strong focus on upholstery has developed into a much wider collection spanning motion sofas, stationary upholstery, sofabeds, U-shapes, dining and compressed mattresses.
“The new Meta Home Group identity better reflects where the business is today – and, importantly, where it is heading next.”
VIP Preview
To mark this next phase, Meta Home Group is preparing an ambitious winter programme, beginning with an exclusive VIP Preview from 14-17th December which will give customers an opportunity to experience the latest products and collections first-hand, bringing together the breadth of the new Meta Home Group proposition under one roof.
Customer engagement will be at the heart of the event, says Meta. Every customer attending will receive a complimentary gift (whether they place an order or not), while customers ordering three containers or more will receive a free iPad or 60in television, limited to one promotional gift per qualifying customer.
January Expo
This momentum will continue into the new year with the Meta Home Group January Expo, taking place from 22nd-29th January in Leamington Spa.
“The aim is simple – to create one of the company’s most engaging customer events to date and give retailers every reason to experience Meta Home Group for themselves,” says the supplier. “Targeted marketing around the NEC will form part of the campaign, encouraging relevant visitors to make the journey to Leamington Spa.”
Meta Home Group will offer complimentary transport, an overnight hotel stay for customers who wish to stay, free gifts, and complimentary food and refreshments throughout the event. The three-container incentive will also continue, with qualifying customers receiving their choice of a free iPad or 60in television.
However, the January Expo will be about more than incentives, says Meta: “It will provide an opportunity to communicate one of the central messages behind the next phase of Meta Home Group – strong product, stable pricing and dependable supply.”
Through its partnership with Man Wah Group, Meta Home Group says its buying strength, product development and supply chain capabilities provide confidence moving forward. Despite continued pressures within the global marketplace, the business intends to maintain stable pricing and provide its customers with consistency and confidence.
First Class Lounge
Another important part of the company’s development will be First Class Lounge, created by Meta Home Group in collaboration with Man Wah. Replacing the original Cheers Gallery direction, First Class Lounge will be positioned as “more than simply another gallery concept”, says Meta, which aims to create a distinctive identity centred around comfort, innovation, premium presentation and customer experience.
Meta Home Group is working alongside Man Wah and Cheers on the supporting marketing package, incorporating product and lifestyle photography, video and digital content, branding, PoS materials, showroom graphics and launch assets.
The wider transition to Meta Home Group will also be supported by increased trade marketing activity, including campaigns in Furniture News across October, December and January, additional industry media coverage and planned digital screen activity at the NEC during the January show period.
“The transition from Meta Sofa to Meta Home Group signals the beginning of a much bigger proposition – more categories, more products, stronger partnerships and an increased commitment to giving independent retailers a compelling reason to engage with the business,” the supplier states. “With two major customer events approaching, and the relationship with Man Wah continuing to develop, the ambition behind Meta Home Group’s next chapter is unmistakable.”
Company founder Alan Marnie makes that ambition clear: “We are not here to create a ripple in the furniture market – we are here to create a tsunami.”
