This month sees Burnley-based manufacturer Sweet Dreams unveil fresh branding and a redefined mission statement, which GM Jackie McGarvey feels will better position the business for the future …
Why rebrand?
Our current branding has served the business well for many years. The management team had concluded that our branding needed a refresh to reflect current and future market aspirations.
Does it represent a new direction for Sweet Dreams?
The rebrand represents a more vibrant image, that the business felt was important to keep us current in a very competitive marketplace. The rebrand does not necessarily reflect a new direction for the business – more a reflection of the quality products that we provide to our customer base.
What did you want it to convey, and what was the biggest challenge in developing the new look?
The biggest challenge in developing our new look was to achieve a full consensus as to what we were trying to achieve and how we would convey it to the marketplace. After several meetings involving a cross-section of opinion across the business, with the help of an outside marketing agency, this was achieved.
What do you have lined up for the Bed Show?
We have a new brochure, with around 200 pages packed with products, featuring a brand-new collection. Naturals, and most of our existing ranges, have been refreshed with new specifications added to each, and there’s also new upholstered frames and upholstery.
Have your new lines taken your offer more upmarket – if so, what does that mean for stockists?
Yes, we believe these new lines will offer a more upmarket offering, but on the positive side it means that our customers have more choice, with the same short lead times.
Are you exploring any new product/material areas right now?
Yes, our Naturals collection features fillings latex, wool, cashmere, lambswool, and wool/silk/cashmere/mohair.
Are you taking any new operational/manufacturing/sourcing approaches this year?
We are pleased to be able to say that our current manufacturing processes and procedures remain suitable for our products and lean manufacturing approach. Whilst procuring the majority of our raw materials in this country, we are constantly on the look-out for new sources of product that will fit into our portfolio. If this results in purchasing from overseas, we have the ability to do so.
Do you have any plans to further develop your factory/HQ?
Currently our facilities are adequate for our current and future requirements, but this is constantly under review as business evolves, and we are aware that we operate from older premises from which we are always looking to maximise efficiencies and employ best practice processes.
We understand you’re working with another key brand there right now … can you share any details?
No – as I am sure you will understand that this is confidential, as some clients, whilst in the process of developing new products/business, request confidentially from us, and their products are all white-labelled.
Have you been working particularly closely with the NBF on any projects of late?
As an NBF member we work closely with the organising body to ensure that we are meeting the requirements of a demanding marketplace – not only from a sales point of view, but on such issues as recycling and their Pledge for Our Planet strategy.
What’s the biggest challenge facing your stockists right now, and how are you helping them overcome it?
Footfall is the biggest enemy of all, and we are supporting our high street retailers through the provision of quality products, reliable service, and market-leading lead times. This year sees us offering our retailers a much-improved floor discount structure, new PoS and a wider fabric choice on many of the products, but, quite simply, we need an economic upturn to stimulate the market.
Find Sweet Dreams on stand B40 at this year’s Bed Show, taking place at the International Centre, Telford on 24-25th this month.
