Today’s furniture market is more demanding than ever. Customers expect greater choice, faster delivery, better quality … and all at an accessible price.
‘Made in Britain’ is also significant for many consumers, who continue to desire well-made products manufactured on home soil. Subsequently, businesses must be proactive in differentiating themselves, and being recognised as an industry exemplar is key to ensuring longevity.
There can be no standing still – particularly as, in the wake of macroeconomic factors as a result of Brexit, there is a lot of uncertainty in the industry.
Awarded by The Furniture Makers’ Company and sponsored by Lectra, the Manufacturing Guild Mark has been the mark of excellence, distinguishing Britain’s top furnishing manufacturers, since 1993. It provides assurance to retailers, specifiers, distributors and customers that the furnishings they purchase are made with care, and that the company they are dealing with has achieved exemplary standards throughout its operations.
It is possible for a manufacturer of any size to achieve the Manufacturing Guild Mark, with large businesses and household names including Bisley, Ercol, Herman Miller and Hypnos holding the mark, as well as companies producing tailored or handcrafted products – such as Burgess Beds, Delcor and Paneltech.
Every company that holds the mark must undergo and pass an audit, which is independently carried out by the Furniture Industry Research Association, against a comprehensive set of criteria: that the company is predominantly manufacturing its products in the UK; the company must be incorporated in the UK; it must have a clear commitment to integrity in all aspects – design, product function, marketing and promotional materials, finance and customer and after-sales service;
Financial stability; quality and efficiency of manufacturing methods and materials; a concern for the environment and sustainability in materials used and manufacturing methods; and fair working practices and a commitment to training in all aspects, including manufacturing, management, sales and service.
I was recently appointed as Manufacturing Guild Mark chairman, but my company, Burbidge & Son, has been a proud Manufacturing Guild Mark holder since 2016. We operate in the UK kitchen furniture market, and like all strands of the furnishing industry, it is highly competitive, with many good companies vying for the attention of the consumer or specifier. Holding the Manufacturing Guild Mark has been an invaluable marketing tool in standing out from the crowd.
Not only is it an affirmation of excellence – with the audit giving a framework to strive for and maintain high standards – but it gives the consumer added confidence that they are buying a high quality product from a business recognised for its manufacturing capabilities by an institution that carefully guards its own reputation. It has helped us reinforce this message, which is why we feature it prominently in all of our marketing materials.
We have launched our products into the East African market, and our local partner has featured the Manufacturing Guild Mark prominently in their own marketing efforts, as they believe the Britishness of our product and design offers them strong competitive advantage over local rivals, and The Furniture Makers’ Company’s coat of arms is an ideal symbol of this.
Ben Burbidge is MD of Burbidge & Son, and chairman of the Manufacturing Guild Mark, which is awarded to deserving British companies by The Furniture Makers’ Company.
