22 July 2024, 20:46
By Furniture News Jan 16, 2024

Highgrove invests in stockists’ success

Highgrove Beds is forecasting another record year, with turnover expected to be up approximately +8% at close to £30m for the year ended December 2023. The privately owned family business, based in Liversedge, West Yorkshire, continues to gain market share despite challenging conditions, and cites ongoing investment in people, plant and machinery as a major factor for the brand’s success …

This is reflected in the announcement of a further £1.5m investment planned for 2024, with capital projects including a 20,000 sqft extension to its headboard and bedstead manufacturing operation, a new showroom and reception area, plus £600,000 in green initiatives ranging from additional panel solar technology to state-of-the-art, on-site waste disposal that will also help heat the impressive factory – one of the largest and most modern in Europe, says Highgrove.

The company’s owner, Wazarat Ali, remains confident about the future – although he recognises that there are more challenges in today’s marketplace than when he founded the business 21 years ago. 

“Things have settled down since Covid, but it’s still difficult to plan with any great certainty,” he says. “We work hard to mitigate any raw material and energy price increases with operational efficiencies, but there’s always an unexpected surprise around the corner to keep us on our toes.”

New for 2024

As usual, Highgrove will use the January Furniture Show (taking place at the NEC Birmingham from 21st-24th this month) as a launchpad for new products and innovations. Its impressive stand will feature 37 models, representing all three brands in the Highgrove portfolio.

Several new ErgoMatic adjustable beds will be added to the Highgrove Collection, with everything from massage and sleep enhancement functions to mobile phone operation which reduces the need for traditional handsets.

The full range of the Eco AdvantEdge models that were well received at the Bed Show will also be featured, including Coppersleep, ChiroGel, Latex and Natural specifications, each with their own unique selling story, and with the added benefit of glue-free construction to enable easy end-of-life recycling. Three new pillowtop mattresses will also be added which utilise the same health-focused attributes.

The ever-popular ErgoSense range will be expanded with a new high-pocket-count, single-sided option making an appearance, which promises to take this model to “a new level of comfort”.

Base enhancements include a new contemporary base on legs and fashionable new covers, with super-high, wall-mounted headboards also added to the range to offer consumers a more designer-focused appeal.

Four winning models from the hand-tailored Sanctum range will be featured, with pocket counts up to 5000 available, in either a single-sided pillowtop or ‘sleep both sides’ specification. “Sanctum combines natural luxury with exceptional value, offering great additional benefits to appointed stockists,” states Highgrove.

The entry level HG Collection, meanwhile, represents impressive value, and now provides consumers with a ‘rolled-to-go’ option for added convenience, with a choice of Bonnell, pocket or foam specifications.

Throughout the stand will be a selection of stylish bedsteads, too, including ottoman storage that promises to prove a profitable addition any bed shop floor.

High-impact in-store displays, associated PoS and sales aids are available free of charge to qualifying Highgrove and Sanctum stockists, and these too can be viewed on stands 5-E20/F20/G22 at the January Furniture Show.

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