Swanglen was one of the stars of this year's Bed Show, where it introduced a next-day headboard delivery service. Furniture News spoke to sales director Nick Gigg to discover how the Bristol-based manufacturer has found a new lease of life since its acquisition three years ago …
Swanglen Furnishings stood proud at the entrance to last year’s Bed Show. Tastefully-curated colour and fabric upholstery combinations across a variety of headboards, beds bases and furniture made it one of the show’s stand-out displays.
“Our 2015 Bed Show stand really turned some heads,” remembers Nick Gigg. “It was tasteful, and on trend. Our use of upholstery fabrics on headboards and bed frames was definitely a significant step forward for the company at that time.”
As well as reinforcing that product offer, this year’s show saw Swanglen launch a next-day headboard delivery service that is ideal for independents and online businesses.
Easy to package and deliver, headboards can be the perfect add-on sale or replacement product for anyone looking to refresh their bedroom. Swanglen’s next-day offer comprises 10 bestsellers, in four fabrics and three sizes, and is supported by helpful display racks.
“We’ve been running this range quietly for a few months,” says Nick, “and we’re now set to launch it to our whole customer base.” He says that early respondents have been “blown away” by the quality and finish of the range, and were impressed by the “perfectly straight lines”, buttoning and fabric quality.
Swanglen’s ability to meet demand for a fashion-first product with such expediency has not come about by accident.
The Airsprung Group swooped to rescue Swanglen from liquidation in 2013. Already heavily reliant on the headboard supplier, it made sense for Airsprung to bring these capabilities in house, before exploring further synergies.
“We’re dealing with large online entities and multiples, and the service to our independent customers alongside this just gets better and better”
At that time, Nick had worked within the group for nearly seven years, during which time he moved from a sales area manager position at Airsprung Beds to the equivalent position at Cavendish Upholstery.
When long-term Swanglen principal Martin Allen stepped down in 2014, Nick – equipped with his knowledge of beds and upholstery – was well placed to lend the new acquisition his sales and marketing expertise.
“Swanglen was a perfect fit for Airsprung,” he says. “We’d never manufactured our own headboards in house – they are quite complex to produce in volume, which ruled out many third parties.”
Significant changes have been made across the board since. “It was important to steady the ship,” says Nick. “The production process at Swanglen has always been really good, but, to be honest, the business was lacking in other areas. More than anything else, it was reactive, and lacking in focus. The offer needed rationalising, and the company needed to start innovating.”
Directed by stockist feedback, Nick began refining the range of models and fabrics. “There is a mood out there – and not just in the furniture market, it affects grocers and fashion too – that there’s often too much choice available, which can be a negative,” says Nick. “Rather than broadening their ranges, many companies are working hard right now to consolidate their offers.”
Swanglen’s swatch now comprises just 40 fabrics, representing a strong cross-section of materials and styles. “It’s really easy to use,” says Nick, who has taken a similarly focused approach to marketing, reinventing Swanglen’s brochure, price list and website to maximise clarity and ease of use.
Fabric sourcing was a key concern. Swanglen draws upon a mix of UK wholesalers and European mills, stepping “outside the box and going a little further to find the latest fabrics” when creativity is called for. The company benefits from working with some of the biggest names on the high street and internet, which gives it an eye on the latest trends.
Upon his appointment, Nick set out to retain and build Swanglen’s sizeable stockist base, and the process, bolstered by these developments, is going well. “The uptake has been nothing but positive,” he says.
Since it became part of Airprung’s portfolio, Swanglen has presented the group’s bed brands with numerous opportunities. Swanglen’s headboard expertise means that Airsprung can offer potential partners a one-stop shop for all their bed product demands.
Swanglen has reaped the benefits too, says Nick. “Having the group’s backing and investment has definitely given Swanglen greater influence,” he says. “We’re lucky enough that we can implement significant changes where necessary.
“As a small headboard supplier, having access to some of the bigger buyers dealing with Airsprung has been extremely helpful. We’re dealing with large online entities and multiples, and the economies of scale and terms of throughput that come with doing so means we can accommodate volume production and develop our in-house skills. The service to our independent customers alongside this just gets better and better.”
“Rather than broadening their ranges, many companies are working hard right now to consolidate their offers”
The restructuring of Swanglen’s factory began late last year, and is now nearing completion. Increasing volume drove the need for more efficient use of space and further capacity. Nick says that the restructure has had “a positive effect on everything already”, resulting in a flexible manufacturing space that can handle jobs of all sizes.
Today, Swanglen is better equipped than ever to adapt to the varied demands of its customers – from entry-level retailers to volume players and contract projects. The 20-plus staff working at the Bristol factory – the majority of which are long-term employees – have been quick to adapt to the changing environment, whilst keeping an eye on quality control.
“Swanglen may be part of a bigger group now,” says Nick, “but there’s definitely a small company feel here. The staff take real pride in what they do.”
Year on year, a refined, refreshed Swanglen continues to emerge. Continuously offering fresh ideas alongside an impressive core range, the headboard specialist is proving its suitability within the modern retail – and etail – arena.
“If we can keep developing new designs, sourcing fabrics, and tailoring our ranges and price points to the customer,” says Nick, “the potential is huge.”
This article was published in the August issue of Furniture News magazine.
