A new manufacturing process now established at Flexiload, the popular Provence range previously offered by Totem Furniture has returned in force, with the Scandinavian-style Malmo to follow shortly …
All retailers toy with new stock to some extent, but most place much of their faith in a core offer – their ‘bread and butter’ ranges. On a rare occasion, these mainstays even manage to transcend mainstream styles, offering their stockists both stability and the potential for new custom.
For many, Totem Furniture’s Provence and Malmo were such ranges. Their retro stylings – French and Scandinavian, respectively – endeared these collections to a good number of UK cabinet furniture retailers. However, in September last year, Totem Furniture’s MD, Nick Lewer, announced his plans to retire and close the business. Unsurprisingly, a collective sigh of relief was breathed when Flexiload – together with wholesaler Classic Furniture – stepped in to take over the supply of Provence and Malmo, ensuring that these ranges could continue to be traded while stocks remained.
Simon Bonham, Flexiload Ltd MD, “With Nick Lewer’s retirement from the trade and Totem closing down, it would have been a shame for these ranges to die, said Flexiload’s MD, Simon Bonham, at the time. “Nick has perfected the designs over the last few years – with their retro look and unique finish, there’s plenty of demand in the market for both Malmo and Provence. With our manufacturing expertise and Classic Furniture’s massive stock holding, we are sure we can represent and grow the ranges successfully.”
Good levels of stock meant there was minimal disruption to retailers for a time, yet production needed to continue in a new format if the continuity of the ranges was to be ensured.
Under Simon’s supervision, Flexiload’s product development team in China has worked hard to optimise the manufacturing process, meaning that a refined – yet slightly more affordable – Provence is now ready for distribution, with Malmo to follow in a matter of weeks, after final QC checks.
Flexiload’s principals are excited by the prospect of adding further diversity to their portfolio, while at the same time offering devotees of the ranges a reliable, ongoing source.
“We’ve seen a huge amount of interest in Provence,” says Flexiload’s sales manager, Anthony Cahill. “Before it was readily available, we were receiving emails asking for it all the time – there were plenty of retailers calling for its return. And our recent Provence e-shot campaign has seen our best response yet.”
Flexiload’s new purpose-designed show house in Lutterworth has proved a strong draw for the supplier’s customers, and the Provence living, dining and bedroom pieces will be on show there shortly. Provence joins the nine ranges now available through Flexiload’s mixed container programme, with Malmo soon to follow.
This article was published in the May issue of Furniture News magazine.
