With Brexit looming and consumers getting savvier about how they spend, what value do British-manufactured beds offer over and above their imported counterparts? Paul Farley surveyed several leading independent retailers to find out …
Excuse the alliteration, but British beds are big business. Research carried out by the NBF (based on a tracker of its members’ sales) estimated the value of UK-manufactured mattresses, divan sets, divan bases and adjustable beds in 2017 at an impressive £1.83b.
Against a decidedly volatile backdrop, the sector has proved remarkably robust in recent years, and it continues to grow – ONS UK and HMRC data indicates that the market’s value rose by +1.1% last year, bolstered by a +2% uplift in mattress production.
But what qualities have ensured the survival – and, in some cases, prosperity – of this industry sector, when so many others have declined? Are British-made beds simply better-quality products than their imported counterparts, or is the expense of shipping such bulky items too prohibitive? Does the sales support British brands offer make all the difference, or does the populace truly value locally-made goods so much that they’ll pledge their loyalty to them?
The answer is doubtless as multifaceted as the industry itself, but to find out why so many independent bed retailers continue to buy British, Furniture News quizzed a sample of the sector’s shining lights – a sample which included bed retailers, a department store (Leekes), a general furniture store (Fairway Furniture) and an online pureplay (MattressOnline).
That said, it’s clear where the sample’s loyalties lie when it comes to provenance – on average, the retailers’ bed offer comprises 90.2% British-manufactured product. It generally features a mix of branded and unbranded (or own-brand) lines – but few can dispute the strength and character of the British brands available to stockists, many of which boast histories and accolades that lift them above any global rivals.
Shopping around
Imports to the UK may be rising fast, but, thanks to the changes taking place across the world’s manufacturing landscape, so are exports. Rising labour and shipping costs from established overseas production bases means that many of those elements which were traditionally outsourced are coming home – take the example of MattressOnline, which used to import bed frames and mattresses, but now focuses solely on British supply.
“Our product mix is primarily a mattress offer, so it makes less sense to import these days,” says MD Steve Adams. “The primary reason is adequate and correct stock forecasting. The financial benefits of importing a mattress is often outweighed by the length of delivery time, volume of stock to hold, and, quite often, the wrong mix of sizes for consistent stock availability to our customers.”
Yet, when it comes to price competitiveness and speed of fulfilment, Steve contests that imports can hold their own against locally-made beds – and while the majority of retailers sampled state that the decidedly pro-British balance of their in-store offers is unlikely to change, a few are not convinced that this is the best strategy.
Sussex Beds’ British-manufactured offer has shrunk over time as the quality of imports – and the services backing them up – has gradually improved, says MD Steve Pickering. “Having visited Mlily in China earlier this year, I can only see this trend continuing – not only because of the impressive facilities and operation infrastructure in place (and expanding), but, more importantly, their positive, proactive approach to business and flexibility,” he says.
Despite these feelings, at their best, there are numerous qualities and strengths to British-manufactured beds upon which every retailer can agree. These range from quality of manufacture, components and design, to the services offered by suppliers – examples include marketing and customer service support, product guarantees and home delivery solutions, as well as flexibility and creativity in manufacturing own-brand product for stockists.
When choosing a manufacturer, close geographical proximity, shared cultural values, administrative procedures and a common language do matter, and it’s telling that every business quizzed truly values having close working relationships with suppliers.
Value in provenance
But how important is the essential characteristic of being ‘British made’ to them? Is consumer demand for UK-made goods the driving force it is sometimes made out to be?
The majority of the trade has long held that while the majority of consumers are happy to support national manufacture – and the economic gains and employment that go with it – they are rarely willing to pay a premium to do so. Could ‘made in Britain’ simply be a nice-to-have USP?
Fairway Furniture’s MD Peter Harding comments: “Customers still look for ‘British’ and we don’t see this changing – however, if the product itself is the best fit for the customer, then it isn’t the deciding factor.”
Sussex Beds’ Steve Pickering agrees. “British-made is nice, but in my experience it’s not a deciding factor in product selection,” he says.
Provenance alone may not sell a bed, but it can be a valuable tool for sales staff, if they are able to convey its qualities to the consumer. Many British brands go to great efforts to develop extensive marketing messages that delve into the history of their production facilities, the craftsmanship involved, and their place in the local community, and such stories can become an important part of the customer journey.
Francesca Havard-Evans, bed buyer for Leekes and Park Furnishers, says that while the online application of this narrative is limited, being British can prove invaluable on the shop floor. “It always offers a great selling feature for staff to use to their advantage,” she says.
Brexit’s boon?
Regardless of the role of this quality today, it’s important to note that times are changing – as Brexit nears, might a surge of national pride help lift consumers’ perception of the value of these goods, and their willingness to pay more for them? And is the trade prepared to take advantage of a possible shift in sentiment?
Retailers’ opinions are divided. “Our customers are taking more notice of product that is British made, and this is something we are planning to push to the forefront of our marketing in the future,” says MattressOnline’s Steve Adams. “Currently this message is limited to the products’ specifications, but as Brexit nears I feel it is important that retailers and manufacturers make more of the amazing quality and value of our British-made beds and mattresses.
“As I write this, I have just returned from a factory visit in Lancashire where I witnessed a bed frame being constructed by skilled craftsmen, who were using quality materials to make a finished product I will be proud to sell. Donald Trump is pushing American-made (with the help of tariffs!) so we too need to be pushing our home-grown product!”
It seems more likely that this marketing opportunity is just the icing on the cake, and that retailers selling British beds are more comfortable relying on a proven message of consistent product quality – through Brexit, and beyond.
Quality first
“Brexit has certainly influenced the national conversation about UK manufacturing,” says Land of Beds’ director Mike Murray, “but customers have always valued the British-made label, which is perceived as a hallmark of superior quality.”
Sussex Beds’ Steve Pickering contends that Brexit has had little impact on his customers’ perceptions thus far, and that their priorities remain “value, quality and meeting needs”.
Crucially, by law, British beds must adhere to some of the highest quality standards in the world. NBF members’ mattresses, mattress toppers, mattress pads and divan bases must comply with BS7177, while their upholstered products must conform to the Furniture & Furnishings (Fire) (Safety) Regulations 1988 (including amendments). The federation also demands that any fillings used – including recycled materials – are clean and fully traceable.
Some international manufacturers find it difficult to meet these demands while keeping their prices in tune with retailers’ demands – while the UK’s standard mattress sizes differ from those in most countries, further complicating import arrangements. Understandably, such considerations can have a considerable impact on retailers’ choice of go-to suppliers.
“As a rule, we generally only partner with NBF members,” says MattressOnline’s Steve Adams. “Whilst we no longer import, the regulations were always front of mind when we did.”
Land of Beds’ Mike Murray insists that quality of manufacture is “non-negotiable”. He says: “We want to feel totally confident that the products we put into consumers’ homes have been ethically sourced by manufacturers who have done their due diligence – they also need to have been fully tested in accordance with UK flammability regulations, which are among the most stringent in the world.
“It stands to reason that NBF membership is a big factor in choosing which manufacturing partnerships we enter into.”
In today’s landscape of growing consumer expectation, it’s also necessary to convey said credentials in an honest and transparent manner. In response to the market’s changing demands, bed brand Sealy UK, for example, has developed an ‘ingredient list’ for each model which features a full product declaration, allowing buyers to identify the ethical approaches and quality components that go into its mattresses.
Leekes’ Francesca Havard-Evans comments: “It’s the finer detail on the mattress – such as a label that’s clear to read – that makes the information more prominent. And it’s clear that suppliers are more invested in making sure these details are highlighted to their benefit.”
Meanwhile, other best practice initiatives – such as the NBF’s Code of Practice approval process – are helping safeguard the reputation of legitimate British beds against the imitations peddled by rogue traders and those ignorant of the required standards.
Head held high
Of course, in any industry, the perceived value of the whole can be eroded by the actions of the few – but definitive steps are being taken to ensure that the credibility of British-manufactured beds remains untarnished.
Ultimately, price remains the deciding factor in consumers’ buying decisions, but from guaranteed quality and rapid fulfilment to marketing potential and supplier services, home-grown product offers a raft of benefits alongside cost-effectiveness.
With Brexit around the corner, greater recognition of what the nation’s best bedmakers can offer could make all the difference to an aspiring retail business …
Read more articles like this in Bed Buyer, a special Furniture News supplement published this month, which celebrates the National Bed Federation (NBF), its members and annual Bed Show.
