Liversedge, West Yorkshire-based Highgrove Beds plans to launch several new products at the upcoming January Furniture Show, ranging from innovative and upgraded mattress specifications to Comfort Control, a range of adjustable beds.
Highgrove is one of the UK’s fastest growing bed brands, and currently produces approximately 5000 beds a week from its new manufacturing plant, which is one of the biggest in Europe.
Head of marketing, Shane Harding, is confident that the business will continue to take market share at the exhibition, despite what is acknowledged as one of the toughest retail environments in many years.
"We have now firmly bedded our three main brands into the marketplace – HG at the entry level, our established flagship Highgrove brand taking up the centre ground, and Sanctum, targeting the premium hand-tailored sector," he says.
In addition to the wide product offer, Highgrove will use the show to target new customers through exclusive offers and promotions (which will also be available to existing customers) from stand 5-E20.
Highgrove has invested more than £500,000 in recent years to support high street retailers with high-impact in-store displays and additional PoS, including branded footmats and pillowcases to enhance store displays.
Although the internet plays an increasingly important role in consumer decisionmaking, Highgrove has made a tactical (and commercial) decision to support bricks-and-mortar stores, and its brochure collection is not available for internet trading. "We feel that consumers still want to try before they buy," explains Shane, "and although internet sales continue to outpace retail, high-ticket comfort items will still be primarily sold in-store for many years to come."
