Celebrity is well and truly in motion. Last year saw the Nottinghamshire rise-and-recline specialist step up its game through investment in new machinery, people and capabilities, while taking on the manufacture of the Cintique seating brand. Paul Farley visited the factory to speak to MD Wayne Hollis about his progress, goals, and the January Furniture Show …
“The furniture industry is changing,” says Wayne Hollis. “You’ve constantly got to be more up to date than your competitors in every area.”
Since joining Celebrity on a Webs apprenticeship training scheme 30 years ago, Wayne has developed the across-the-board experience such agility demands, and Celebrity is thriving under his stewardship.
Its 108,000ft2 factory has the capacity to manufacture over 1000 pieces a week, and has evolved continuously since Celebrity moved here from nearby Somercotes four years ago. In Celebrity’s last FY, it invested £300,000 in its cutting department and the ongoing implementation of greater efficiencies across the production chain – which proved invaluable in the incorporation of the Cintique business last summer.
“We’ve done very well without having to invest too much here,” says Wayne, who is feeling optimistic about the incorporation of Cintique now most of the hard work is behind him. “We’ve got a very good brand in Cintique, which we’ll continue to build up and support. The trade is very fond of the business, and they know it’s going to get the correct level of attention it deserves.”
Cintique will share Celebrity’s stand (5-D40) at the January Furniture Show, which will feature more new models than ever before.
Thanks to investment in advanced design and development equipment, Celebrity’s team has significantly expanded its portfolio for 2019. All of its most popular ZipSpeed express delivery models – the company’s bestselling dual-motor riser recliners – now offer an extra element of comfort, with the option of a motorised adjustable headrest. This option is available on the fabric Westbury, Somersby and Woburn models.
In addition to a new all-action suite and a distinct range of legged recliners, Celebrity is also partnering with Mammoth, an industry expert in health and wellbeing, to launch an exclusive Mammoth comfort system, while further fabric designs and colour palettes will be added to the Contempo and Celebrity swatch books, and an Aquaclean range will be introduced that is suitable for all Celebrity and Ikon by Celebrity models – this option is expected to be popular for both traditional and modern recliners.
“There’s plenty of scope in our marketplace,” says Wayne. “There’s always going to be a market for a lifting chair – but if we’re going to succeed in giving people what they want from a motion furniture company, it’s our styling that really matters.
“As well as improved services, greater ergonomic functionality and subtle technology – such as hidden buttons and USB charging points – our ranges are becoming much more contemporary in feel, because, so often, the consumer’s decision to buy comes down to the look of the model. We knew we needed to expand our range to a wider audience, so we brought in modern fabrics, more organic shapes and technology that’s more in tune with what people want.”
This philosophy applies to Cintique’s new models, too. Along with the Hadleigh suite, the show will see the introduction of a fresh selection of show-wood chairs and a new wood colour. Employing many of the same production methods as Cintique’s earlier models – complemented by today’s technological methods – these launches represent a real progression for the brand. And, due to Celebrity’s more advanced production processes, the new models benefit from refined styling and leaner lead times.
Because every new design is developed on site, there is plenty of scope to achieve shorter development cycles. Celebrity’s production process is ahead of schedule, and Wayne is confident about the future, and in his ability to put Cintique back on the map.
“It’s all about the package we can put together,” says Wayne. “We know what sells, and how we can help our stockists sell it – drop by our stand at the January Furniture Show and discover the benefits for yourself.”
