25 July 2024, 11:18
By Furniture News Sept 06, 2023

Feel good, do good, says Shire

To help maintain its impressive growth trajectory, multi-award-winning bed manufacturer Shire Beds has appointed bed industry veteran Stuart Hibbert as COO – and this year’s Bed Show will see the initial results of his input.

Stuart has hit the ground running, reports Shire. Working closely with MD Sajid Butt, he initially rationalised, then developed the new range, states the business: “The Ravello and Capri ranges are hand-side-stitched, tufted, pocket-sprung ranges. With the option of personalising with own-brand labelling and POS, it has seen huge take-up.

“The bestselling Artisan Range – particularly the Picasso, a cool blue gel encapsulated product – continues to lead the market in the encapsulated sector, while the NBF Product of the Year Signature Collection of luxury, high-count pocket spring mattresses, maintains good sales as an award-winning product. 

“Whilst most products have eco-design principles at their heart, Shire Beds’ EverLife range goes further, being made from recycled products and recyclable at the end of its life. EverLife by Shire Beds offers comfort that feels good and does good. Launched in January, it has seen significant interest and good sales.” 

Sustainable products often come at a significantly higher price point, yet Shire says it understands that, in challenging economic circumstances, doing good should not incur a price.

Shire Beds believes in the circular economy model as a vital element to protecting the planet. The business employs ethical and sustainable practices and processes in its manufacturing and, in line with this, has attained FSC certification as a company, and signed the NBF Pledge for Our Planet, to further its sustainability journey. 

Shire Beds’ EverLife sustainable range saves bottles from going to landfill and polluting the earth’s oceans. The range combines comfort and sustainability to give a restful night’s sleep. EverLife soft-touch sustainable fabric is made of 76% upcycled plastic bottles, is 95% recyclable at the end of the mattress’ life, and also uses eco-clean, chemical-free FR, says Shire. 

EverLife complements Shire’s biodegradable Heaven 7 range, and is available in 1000-, 2000- and 3000-pocket spring models. The comfort layers and insulator pads are also made of recycled materials, and are recyclable or reusable at the mattress’ end of life. 

“Overall, it is one of the most sustainable mattresses on the market,” says Shire. “With high specification and attractive pricing, it is gaining floor space quickly with retailers.

“Shire Beds is becoming a strong, desirable, must-have brand in furniture retail, that offers the retailer excellent sales opportunities. The quality offering, in line with eco-design principles, has elevated the Shire Beds brand with a wider range of retailers – and now, with the sustainable EverLife range, Shire Beds has a growing range of sustainable products, catalysing its journey of carbon reduction and towards net zero.”

Visit Shire on stand E100 at this year’s Bed Show, taking place in Telford from 26-27th September.

Pictured: EverLife 2000

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