Performance foam specialist GNG Group, based in Normanton, West Yorkshire, is known for its Komfi mattress brand, sustainable processes and links to the medical and sport sectors. It is also a consummate innovator, driven by the market’s constant demand for differentiation – and it does so with integrity, explains commercial director Richard Gretton …
What are GNG Group’s philosophy and capabilities when it comes to R&D?
It’s a constant for us – we are always looking at innovation and ‘what’s next’. We have a strong and experienced internal team that bring knowledge not just from the mattress sector but also upholstery, and indeed varying contract environments.
We are also in a very fortunate position because of our market presence and relationships that we have, many suppliers coming to us with newness and their latest developments first, and often exclusively.
Can you share some of the latest developments from your mattress division?
Now that would be telling – safe to say that we will have some exclusive ranges and materials that we plan to introduce at or before the Bed Show this year, as well as some important and exclusive environmental and sustainability credentials that others can’t achieve.
To what degree does demand for greater sustainability drive the business?
It’s simply fundamental in today’s marketplace and is here, rightly, to stay. We use fully circular materials with such things as Ecofoam. We are a Carbon Neutral business, but to be honest that should just be a given for any manufacturer.
So, the demand does indeed come from consumers and our retail partners, but we try to be ahead of it, and it is a competitive advantage for us that we hold as part of the DNA of the business. Obtaining ISO 14001 across our entire business last year shows our commitment and the standards that we adhere to.
What drives your need to innovate?
The mattress market in the UK needs constant differentiation, particularly as it is so competitive. There is always the need to stand out, and that drives all that we do, from product inception to launch to marketing. It never stops – but that’s what makes it exciting to be part of!
How do you balance the delivery of innovation and commercial reality/pricing?
We are fortunate that we have a great sales and marketing function that allows us to gauge ideas around innovation and sustainability first hand – so our ideas are tested with that team and with our customers as part of our new product development process, making sure we balance new ideas with what will sell.
How do you communicate these developments to your stockists/end-customers?
As I mentioned, we have great internal teams, but also a strong field-based sales team that can quickly and effectively get the message out. Having strong long-term relationships with the vast majority of our customer base means we can quickly turn ideas into reality.
Would you agree that there is a lot of ’newness for newness’ sake’ in the bed industry? How does GNG Group differ, if so?
I think that there are often a lot of statements about ‘newness’ and innovation that often confuse the consumer, and as such we try to define what is credible, tested and proven, drawing from years of experience in the retail sector, but also with our decades of supply into the medical sector.
Where/how can interested parties find out more?
They can always contact me directly at [email protected], but as the trade knows we have a highly respected field-based sales team that are always available also – we welcome questions and ideas at any time.
