Long Eaton's historical significance as furniture manufacturing hub will be officially recognised as the town is branded a UK Centre of Quality Upholstery Manufacture tomorrow (Friday 17th July). The town's Mayor, Maggie Throup MP, local dignitaries and representatives from The Worshipful Company of Furniture Makers, The British Furniture Manufacturers' association (BFM) and Webs Training will attend Long Eaton Town Hall tomorrow for the launch.
Over 50 upholstery manufacturers and trade suppliers with a combined turnover of over £250m are located within Long Eaton, employing in excess of 2700 people and exporting to over 60 countries. Long Eaton also hosts the Long Point show twice a year.
The brand has been adopted by Long Eaton Chamber of Trade and Erewash Borough Council. A booklet has been produced to illustrate the importance of the upholstery industry to the town, over a history spanning nearly 100 years. Funding from the council and a modest licence fee from many of the companies backing the scheme have enabled the chamber and the council to work together to promote the brand.
Flower displays and ‘Welcome to Long Eaton’ boards boasting the brand logo have been fitted on the platforms of the local railway station in partnership with East Midlands Trains, and the council is planning suitable signage for roads in Long Eaton.
Retailers buying from any of the companies listed in the booklet can use a specially-designed logo to advertise that they stock some of the best-made upholstery in the country. Manufacturers and suppliers participating in the branding scheme will be able to use the logo on their products, letterheads, brochures, advertising and other marketing materials.
Michael Lucking, chairman of the Long Eaton Chamber of Trade, comments: “This brand is intended to make many more people aware of the specialist skills that are concentrated around our town and the wonderful upholstery manufactured here. Sofas and chairs made in Long Eaton can be found in embassies and official residences all over the world, the most exclusive hotels, homes of the rich and famous and those people that appreciate the finer things in life. We hope this branding will help generate more business for the town and show how this industry makes a significant contribution to the prosperity of the town and the region.”
Adds Artistic Upholstery's Andrew Mitchell: "I have worked in the industry all of my working life, during which time I have seen many changes in terms of furniture manufacturing across the globe, and am extremely proud that Long Eaton has remained the largest concentration of quality upholstery within the United Kingdom, recognised the world over."
Read a report from the recent spring Long Point exhibition in this month's issue of Furniture News. The next exhibition will run from 14-16th September in showrooms across the town.