Flexiload's sales manager Anthony Cahill answers Furniture News' questions about the company's strongest product area and the issues surrounding it.
Tell us about your new product offering
Pushing aside our bread and butter ranges, we’ve taken the plunge into a retro range called Malmo. We acquired the design rights from shuttered company Totem 12 months ago, took the range to China, and we are over the moon with the outcome – and so are our customers, it seems!
How does it compare to your historic bestsellers?
We have no other ranges like it, so it would be hard to compare it against our other successful ranges. All I can say is that Flexiload needed this range to diversify its offering.
What trends are you experiencing right now?
The current market seems to be pointing towards our painted ranges, specifically Portland, which is our stone grey matt-finished oak-top bedroom, living and dining range. The reason for this is that it’s more of a compact range and today’s new-build houses aren’t getting any bigger.
By releasing a compact, affordable range, we have won in the painted furniture range battle. Portland has rocketed more than any of our ranges, and we predict it to be our top-selling range once we have 12 months of reports.
What are your observations on how best to present your product?
When displaying our Malmo range, you cannot go with the usual candle sticks and bronze elephants. This range should be kept as retro as possible – if you can get your hands on a vintage gramophone, get it on that sideboard! Also, why not display the console with a carver chair and offer it as a swanky office table?
What is your personal preference?
Provence bedroom became my new favourite in June – seeing it in the flesh at our showhouse really sold it for me. But, since Malmo made an appearance at the showhouse three weeks ago, it’s a clear favourite for me! It’s different, the finish and quality is impeccable, and, for its price, it’s a fantastic range!
This article was featured in the September issue of Furniture News magazine.
