Matt Roberts is the founder of Bean2Bed.com, a unique dual-purpose concept of bean bags with guest beds inside them. All Bean2Beds are manufactured in the UK, and the company delivers on a weekly basis across Europe. It can print images on the products including corporate logos and company websites, and also offers a bespoke service to interior designers wishing to create unique looks for their clients.
How did you get into the trade?
I got into the trade completely by chance really. My co-founder and I came up with the concept of bean bags with guest beds inside whilst at Aston University. We realised that our original foam-filled soft furniture did not exist and there was a gap in the market so we used student loans, bank overdrafts and credit cards to turn the concept into reality.
It’s not an industry that you can break into overnight – however, with a lot of hard work to gain a reputation for quality products and excellent customer service, we feel we have settled in very well.
What was the turning point in your career?
We’ve been lucky enough to have some great things happen to us over the past eight years. It was a privilege to be noticed at a furniture show by Nigel Gearing – the publisher of Furniture News – and receive a two-page spread about our business in the early days.
We’ve also been lucky enough to have a live demonstration from Tim Lovejoy on BBC’s Something For The Weekend, and were the official suppliers to the USA and Jamaican track and field olympic team training camps. These events, along with celebrity customers Tweeting kind messages about their Bean2Beds, all help to grow the brand and increase awareness.
And your career low point?
Challenges and problems are always inevitable in business. I like to take all negative things as learning opportunities. I’m still bitter that a beautiful custom two-tone King Imitation Fur Bean2Bed was stolen from our stand overnight at a furniture show at the NEC seven years ago. I’m not sure that can count as a career low point, but I still wonder now and again where our baby is.
And your career high point?
The live demonstration by Tim Lovejoy on BBC’s Something For The Weekend (www.youtube.com/watch?v=xAHtNR2PyGc) to almost one million people last year was phenomenal for us and surreal to watch.
“I believe the key to success in the furniture industry is to remain visible so that potential customers can experience your product”
Is there anyone who particularly inspired you?
My godfather has been a huge inspiration to me. He’s one of my dad’s best childhood friends who was made redundant in the Eighties and used his payout to set up a successful software company with some other people. It was sold for eight figures. It’s a great example of remaining positive and focused whilst dealing with what life throws at you.
How will the industry evolve?
I believe the industry is always evolving. The way the furniture world and its consumers have adopted the internet is phenomenal. We as a business are continually trying to evolve our range, colours and materials by listening to our customers. Just like a Coca-Cola, you can get a Bean2Bed with your name on it. Our Pet Bed range came as a result of a customer request. I see from Furniture News each month that we are not the only people in the industry innovating and evolving to remain fresh and relevant.
What is the key issue today?
For us it is the cost of raw materials. We are extremely proud to manufacture in the UK where we can guarantee quality and customer service through fast – sometimes next-day – lead times. In recent years we have seen factors beyond our control – such as floods in Pakistan virtually wiping out the cotton yield for the year and hugely inflating the price of cotton.
How can retailers increase sales and profitability?
The million pound question! Without giving away our secrets or strategy I believe the key to success in the furniture industry is to remain visible so that potential customers can experience your product. We are in a number of small hotels and serviced apartments, and it’s great to receive an order from a customer who has had a good night’s sleep on a Bean2Bed or relaxed in front of the television on the Bean2Bed in their room.
What can retailers do to improve their marketing strategy?
I would say that an online presence is very important. On our website we have various videos which showcase the products so people visiting know what we’re all about right away. Word of mouth is also really crucial for us – however, that is something that can only really be achieved by doing a great job along with interacting via social media sites. But of course it’s frustrating online that customers cannot sit and feel the products and experience the comfort of a Bean2Bed.
What are you doing to become more competitive?
To remain competitive we are constantly striving to expand our range to meet the needs of our customers. The Twin Bean2Bed was designed for those that wanted the versatility of two guest beds but didn’t have the room for two bean bags. Our bespoke service and the printing of corporate logos has helped with our entry into the office market – young, innovative companies like ad agencies love us.
Do you have any tips on upcoming trends?
It astounds me each year how accurate the trend guides are – so I leave it to the professionals and simply read and follow the advice I believe is applicable to Bean2Bed. We have always strived to keep up with trends. One year it was lime green and we did a lovely faux suede model, the next year it was animal print, which looked great and boosted our range.
What date do you most look forward to on the business calendar?
Of course, other than the date each month that Furniture News is published (!) I always look forward to the last quarter, when we are busiest with customers buying guest beds in preparation for Christmas or Bean2Beds as presents.
If you hadn’t ended up in the furniture industry, what career path would you have chosen?
I’ve always been very entrepreneurial – at 17 I spent £600 on Coca-Cola when they were doing a red ringpull promotion. I won loads of prizes on their online auctions, sold many of them on eBay and almost tripled my money! So I would probably have tried to make another business idea work. Growing up, I always dreamed of being an actor.
Do you have an amusing industry tale to share?
The most amusing furniture anecdote that I have involves a courier firm that shall remain nameless. The sales rep was meeting me at our old factory to view our items and provide a quote. He was over an hour and a half late on a Friday afternoon of a Bank Holiday weekend, so I ended up meeting him half-way in a car park with a boxed product.
Once we had greeted each other, his first statement was that he needed to verify the box measurements I had e-mailed him prior to the meeting. The gentleman had failed to bring a tape measure – slightly surprising for someone who measures and quotes for parcels for a living. He stood there scratching his head when I pointed out that he could use his tie to measure the dimensions – he dutifully got undressed in this secluded car park and took the measurements required.
On the Tuesday morning I called him to find out what the prices would be to various territories, to which he exclaimed “oh no – I’m wearing a different tie today, I’ll have to go home in my lunch hour to get the other one.” Later that afternoon I received a call – finally, the prices I have been chasing, I thought. Actually, I was asked: “Mate, do you remember if I was measuring from the fat end or the thin end of the tie? I was using those diagonal lines on the back to measure.” Unbelievable. Needless to say that they didn’t get the contract!
Finally, a few quick-fire questions …
Olympic Games or World Cup?
World Cup. I was lucky enough to be at the 2010 finals in South Africa and had an amazing time. I love football and think that a Bean2Bed bean bag that looks like a football and contains a mattress which looks like a football pitch would be a great idea. We’re lucky enough to have some Premier League footballers as customers.
Leather or fabric?
Fabric for me. Leather can be great but sometimes can feel cold or sweaty. I have a King Black Cord Bean2Bed which is lovely and soft and, unlike leather, the cover can easily be popped into the washing machine.
Korma or vindaloo?
To be specific I’m actually a tikka korma man. It’s not always on the menu but can always be done. I’m a little feeble when it comes to spicy food. We’re a bit spoilt for choice with curry options in Birmingham.
Career digest – Matt Roberts
2004 - Graduated with 2:1 BSc Honours in Marketing, and launched the Bean2Bed concept
2005 - Brand unveiled at NEC furniture show under the uLazyB name
2011 - E-commerce site launched
2012 - Granted exclusive contract to furnish USA and Jamaican Olympic team training camps
