Adjustamatic has a rich heritage in the specialist sector of adjustable furniture. In its 50 years of trading, the company has built up a respected and recognised brand within the consumer market, only recently expanding into the retail arena. Retail development manager James Wilson tells Furniture News more ...
Tell us about the history of Adjustamatic
We are proud to have been making quality adjustable beds and chairs in the UK for over 50 years, each built by skilled craftsmen and women ensuring the very highest quality. Until recently, we traded exclusively within the B2C direct sales market.
Our research and development team have a wealth of clinical research that supports the medical claims of many of Adjustamatic’s products. This research is also now being used as part of the product development for Adjustamatic’s retail range.
What is Adjustamatic’s aim?
Improving people’s quality of life is the sole aim of our entire organisation. At Adjustamatic we aim to deliver more than just a mattress, more than just a bed and much more than just a good night’s sleep. We have a long history of helping thousands of people to enjoy a richer, fulfilling and healthier lifestyle through our product range.
What are the benefits of an adjustable bed?
For many people, an adjustable bed is seen exclusively as a product for the elderly or those with mobility issues. Indeed, being able to adjust the position of the bed has many associated health benefits. Adjustable beds are ideal for people suffering from arthritis, back pain and a range of other ailments that can cause sleepless nights.
Research has shown that lying on a flat bed can exacerbate pulmonary, cardiovascular and musculoskeletal conditions whereas the smooth contouring movement of an adjustable bed allows you to adjust the position to one that offers the most level of comfort.
However, the appeal of adjustable products is no longer restricted to those with mobility issues. The market is shifting in terms of its perception of adjustable beds being less seen as something you bought due to a medical problem to more something you buy to prevent a medical issue. As consumers have become more aware of the many different factors that contribute to a good night’s sleep through their product research, increasing numbers are turning to specialist beds with proven health benefits.
How do adjustable beds complement the lifestyle of today’s consumers?
We’re confident the Adjustamatic range of products taps in to a growing market that caters to consumers’ desires for both comfort, but also practicality. We are keen to demonstrate how adjustable beds are well suited to today’s modern lifestyles.
We all spend more time in bed now, plus technology is ever-present in our rooms, and an adjustable bed means you can use this technology in the most comfortable way possible. Adjustable beds have already made the cross-over into the lifestyle bed market in the US and we would like to see something similar in the UK.
How have consumer preferences changed in recent years?
We’ve definitely seen a growth in the market, at Adjustamatic we have already seen a 132% increase in leads in the first quarter of 2015 compared to the same period in 2014. There is definitely a trend in consumers investing in products that enable them to retain their domestic independence, with more and more people taking to using furniture which actually supports their mobility.
Why did Adjustamatic decide to enter the retail market?
The success we have enjoyed within the consumer market and the growing interest in healthcare products generally means that demand for Adjustamatic’s products continued to rise. From our direct sales experience, we knew that many of our returning customers would have liked the opportunity to buy from a local retailer so it was a logical step for us to explore new avenues via retail partners and bring the Adjustamatic brand to the retail market under the Adjustamatic Healthcare Retail Range.
The strength of our consumer brand recognition coupled with our association with industry bodies such as the British Healthcare Trade Association, the National Bed Federation, and Backcare UK makes Adjustamatic a highly appealing proposition for quality-conscious buyers. This is quality further reinforced by our own confidence in the product which we demonstrate by offering 10-year guarantees.
Are there any new products for the retail sector?
Since our launch into the retail market, our first product focus has been on a range of four healthcare mattresses that are made up of models with various layers and densities of medical foam. They have been designed with the help of Sammy Margo, who is a physiotherapist, the chief spokesperson for the Chartered Society of Physiotherapy, and the author of the Good Sleep Guide.
We have developed a range that employs zonal castellated-designed surfaces and vented mattress covers. These combine to aid cooling, improve comfort through pressure relief, improving skin and soft tissue blood flow and reducing aches and pains. In fact these materials and designs were first used in hospitals and medical units and are recommended for use by the National Institute for Health and Clinical Excellence. We currently have two adjustable beds available via our retail range too, Haddon and Elan.
What are the company’s future plans?
We are here to help our retail partners maximise their involvement with our brand and have a marketing support offer we make available to them. Staff training is also key in order to help retail sales professionals sell adjustable beds with confidence. As a qualified sleep practitioner and one of the leading sleep environment experts in the UK, I’ve been helping our retailers really understand the product and how it helps their customers sleep better.
It is easy when you know how to highlight the main sales points of an adjustable bed or a healthcare mattress and with over 50 years’ experience selling these products we know just how to get the consumer engaged.
This article was featured in the July issue of Furniture News magazine.
