The Shire Beds brand has enjoyed a significant boost since it became a white-label high street manufacturing partner – whilst the economy was still reeling from cost of living crisis, the bedmaker took the bold decision to change the company’s strategy and direction …
The transformative effect of a new team, new products and new customers has had a positive measurable impact 12 months on from the changes, says Shire, while focusing on own-branding for many of its existing and new customers has seen an increase in its own brand recognition.
In May 2023, Shire Beds made a strategic move to disrupt the market in the traditional hand-side-stitched mattress sector. Working with industry expert Stuart Hibbert, the company has since increased its market share and now has a greater presence on the high street.
By analysing market trends, Shire focused on innovation, and developed products that have expanded its presence in the traditional handcrafted mattress sector. With hand-side-stitched products being the preserve of a few, the manufacturer recognised a gap in the market, and decided to offer it more widely. Furthermore, it was able to offer this approach under the customers’ own label and branding.
Own-branding required innovation at several points, says Shire – everything in the process had the option of being personalised to each retailer to allow the protection of IP, and to give retailers an exclusive own-brand product – and the opportunities in both margin and personalisation have been seized by stockists, with own-branding now offered to nearly 100 retailers, and counting. Shire Beds’ ability to innovate and implement structural and organisational changes to enable this has been key to the success of the own-brand policy.
The Capri and Ravello brands have also been developed further. Additional models are now offered with higher spring counts, pillowtop and zip-and-link options. The new Solitude collection, meanwhile – a natural, high-spring-pocket collection, has already proved a hit, says Shire.
“The development of these ranges has been meticulous,” says Stuart. “The differentiation of feels was achieved through regular testing and market feedback, so when the products were launched they were an immediate success.”
Shire also invested heavily in upskilling its workforce, to become one of the UK’s leading manufacturers of hand-side-stitched mattresses.
“With one of the best sales forces in the industry, Shire Beds created a seamless sales journey,” Stuart continues, “from product selection to delivery and after-sales service – while a retailer visits programme has seen our quality showroom put to good use.”
With extended and no-quibble returns guarantees, there is greater confidence in Shire Beds’ products – and the business has also developed its ability to produce marketing collateral in-house, and to personalise it without any cost to its customers, which it says has been a game-changer for the own-branded options. It also remains committed to sustainable manufacturing.
“Shire Beds set out to be the white-label supplier of choice, with its high-quality, hand-side-stitched products offering retailers significant margins,” Stuart concludes. “It has achieved commercial partnerships with excellent retailers in a short timescale, becoming a major supplier of own-label products for the domestic and contract sector.”
The Bed Show (stand G10) will see The Shire Bed Company unveil further products including an innovative new mattress range, as well as exhibiting its trend-led headboards, divans and ottomans.
Pictured: Capri
