Collins and Hayes is approaching this month’s Long Point exhibition with typical vigour, introducing new models and PoS material from its revamped showroom on the ground floor of Harrington Mill. In the meantime, Furniture News discovers how the next chapter of the brand’s evolution is shaping up …
The progressive upholstery brand continues to go from strength to strength, as an increasing number of retailers embrace its lively, contemporary concept. As well as new fabrics – including velvets and wool – and an updated leather offer, this show season sees the company further refine its new generation of sofas and chairs.
“We’re starting to present the products we launched in the last two years in new product combinations,” says MD Matt O’Flynn. “One of the nicest things about the Collins and Hayes range is the breadth of designs we offer, and it’s becoming clear that we can achieve anything within our range of styles – there’s so much scope inherent in our product. That our portfolio boasts such variety is great for independents, who can truly offer their customers something different.”
As well as the AIS-exclusive Semper – a modern, plinth-mounted chaise, which debuted at the buying group’s private show last month – Collins and Hayes will unveil Dalston, a feather-filled model with a high back and arms, designed to “cocoon” the user in comfort.
These launches will join the rest of the company’s current range at Long Point, and Dalston will also feature on the company’s stand at next month’s Minerva showcase, the Autumn Furniture Show.
This strong exhibition presence reflects the confidence with which Collins and Hayes is ploughing its own groove – a characteristic appreciated by larger stockists such as Stokers, Christopher Pratts and Fenwick, recently opening display galleries in a number of their stores. On top of this, the company was named UK Manufacturer of the Year in Interiors Monthly magazine’s latest awards.
It’s a strength that is only set to be magnified now the company is owned by luxury brand specialist Wessex Bristol. “From our point of view it’s largely business as usual under our new owners,” confirms Matt, “but our stockists will increasingly benefit from the greater emphasis we’ll be placing on designing exclusive lines for their market segments, as well as marketing.”
New launches will be thoroughly supported by PoS and social media. “We’re becoming much more active in the consumer space,” says Matt, “helping prime the market for new developments and drive footfall into stores.”
Matt would be the first to admit that Collins and Hayes’ approach to “elegant contemporary” style challenges the UK’s established design norms more than most, but admits that there’s a fine balance to be achieved.
“Constant product and brand development makes your proposition more interesting, and keeps the market fresh,” he says. “My approach is to keep looking and listening, and not be afraid to change. That said, if something hits the groove – as we’re seeing happen more and more often – we’re making it work harder through marketing and diversification.
“The new approach we brought to the market two years ago is definitely hitting the mark with stockists and consumers all over the country, and, under our new owner, we’re ready to take our market presence to the next level.”
The Long Eaton Guild’s Autumn Long Point exhibition returns the Derbyshire town from 12-14th this month to present some of the best UK-manufactured furniture available.
