Matthew Randle, General Manager at independent bed retailer Dreamland Bedding Centre and sustainability guru, talks about his commitment to greener practices as well as sharing his ongoing work in the beds industry.
Back in 2011, Matthew Randle commenced his journey into the retail world of beds and mattresses, joining Brierley Hill-based Dreamland Bedding Centre as a part-time sales advisor. At this time, Matthew was also studying a Bachelor of Arts in Business Enterprise, where he graduated with first-class honours. From the moment Matthew jumped into beds, he was hooked and found an appetite for business improvement and continued learning.
Fast forward to the present day, Matthew has been nominated for awards, won accolades and championed local council policy changes as his desire and commitment to implementing change only grew stronger. But more on this later, as Matthew rolled back the 14 or so years, sharing an insight into his introduction to the furniture industry with fresh pair of eyes and a blank canvas to work from.
“My initial experiences at Dreamland ignited a fervent interest in both the industry and business improvement, though earning the proprietor’s confidence required some time. Mike Brown, who has successfully presided over Dreamland since 1976, was understandably circumspect about implementing changes, particularly those proposed by a recent graduate,” Matthew said.
“Over the years, my role at Dreamland has evolved substantially. Initially focused on sales, I gradually transitioned into marketing procurement and ultimately assumed responsibilities in business development. This progression reflects my commitment to personal growth and drive to contribute significantly to the company’s success.”
As the interview unfolded, Matthew remained extremely modest about his progression and achievements to date, stressing that he does not perceive his efforts as “extraordinary; rather, I consider them to be aligned with ethical and effective business practices which managers and leaders should always strive to adhere to,” he said.
We’ll let the readers decide, but with a knack of knowing a good story here at BFG, we’re sure others will find Matthew’s journey rather remarkable. So, back to it. Recognising the imperative of continuous learning, Matthew completed all available industry-related training courses. However, his ambition extended further.
“In 2021, I approached Mike with a proposal to deepen my business acumen through further education,” he said. “After evaluating various options, I pursued a Level 7 Apprenticeship in Senior Leadership, complemented by an MBA. Mike, demonstrating the supportive culture at Dreamland, graciously offered to fund this endeavour, and I commenced my studies in September 2022. This period proved to be particularly tumultuous, as I soon discovered my girlfriend was pregnant, faced familial bereavements, and was promoted to General Manager, all while managing the rigorous demands of my academic program.
“Despite these challenges, Mike’s unwavering professional and personal support was instrumental in my ability to maintain consistently high grades. I am currently on track for a distinction, a testament to my ability to integrate real-world experiences with academic learning. This synthesis of theory and practice has profoundly deepened my understanding of business principles and their practical applications.”
Matthew said that one of its his most “transformative aspects” was the ethics module in his learning. “Initially sceptical due to the perceived dichotomy between academic theories and financial imperatives in a retail environment, I found this module to be a defining moment. It enabled me to incorporate ethical theories into the strategic direction of Dreamland, particularly through the implementation of the triple bottom line framework, which emphasises the equilibrium of people, planet, and profit.
“One of the final areas where I sought to make a significant impact on the business was on the people within our organisation. My objective was to cultivate a culture of collaboration and self-improvement. Transitioning from the established norms was challenging but ultimately rewarding. We now offer extensive training opportunities for all staff, focusing not only on industry-specific skills but also on creating long-term value for the business. Some employees are pursuing AAT courses, others are engaged in apprenticeships, and many have participated in suicide awareness and dementia friend programs.”
Other implementations saw Matthew instigate regular staff appraisals and 360-degree feedback on his own performance, which have become integral to business operations, alongside regular staff meetings. Furthermore, and outside Dreamland, Matthew has taken his energy to the Dudley Council Voluntary Services (Dudley CVS) meetings, which helps us find ways to impact the area positive way. It doesn’t stop there either. Matthew also engages with the Brierley Community Forum, a consortium of town stakeholders dedicated to enhancing the local community, as well as working with schools to offer tailored work experience, with a focus on students’ career aspirations at the centre.
As for sustainability, Matthew has implemented significant changes to Dreamland’s operational practices as well as being a key influencer in the Brierley Hill Community Forum on how Government funding is spent. And yes, there’s more! Matthew is currently researching sustainability practices within the beds industry as part of his dissertation. But before we get into that, Matthew explained some of the sustainable-focussed initiatives embedded at Dreamland.
“Presently, nothing from our operations goes to landfill, including cardboard, plastic, beds, mattresses, headboards, or frames. This initiative has incurred costs for the business, but the industry’s environmental impact is truly egregious. If every bed retailer played their part, future generations would benefit immensely. This shift underscores our dedication to reducing our ecological footprint and promoting sustainable practices within the industry.
“By prioritising recycling and waste reduction, we aim to minimise our environmental footprint and foster a culture of sustainability among our stakeholders (this has resonated well with customers and internal stakeholders). In addition to our in-store policies, I am actively engaged in the Brierley Hill Community Forum, where we influence governmental spending decisions that impact our town.
“Our recent collaboration on a £15 million budget allocation underscores our commitment to enhancing the economic sustainability of our local area through strategic investments in infrastructure and community development. Building on this success, I have also been instrumental in curating the Age-Friendly Business Program, which has garnered positive feedback and participation from local businesses.
“I also became an Aging Champion this year. As an Aging Champion within our community, I serve as a conduit of information, ensuring effective communication between the older generation and the council. This role allows me to advocate for issues that affect our elderly population, bridging the gap between public concerns and council policies. Integrating myself and the business into the tapestry of the wider environment is key to business sustainability.”
That’s not the only title Matthew has earned of late either. In 2023, he was shortlisted for the ESBA Apprentice of the Year award for Staffordshire and the Black Country. This year, he was a finalist for the same award and Employee of the Year. “Although I did not win, I was honoured with a Special Recognition Award at the ESBA, highlighting my impact on both the business and the wider environment,” Matthew said. “This award was unprecedented, as the organisers, with 150 years of history, sought to recognise individuals who go above and beyond at this milestone event. Receiving this Special Recognition Award is not only a profound honour but also a testament to the support and guidance I’ve received from mentors, colleagues, and the organisation as a whole.
“Additionally, in 2023, I was nominated for a Community Champions Award. That same year, we entered the NBF Awards for the first time and made it to the final in the Small Retail Champion category. This accolade is profoundly meaningful, as it truly shines a light on all the staff for their exemplary work.”
This work has been rewarded too, which takes us to the profit part of the framework. “I focus on the macro rather than the micro perspective, i.e., markup on a single item,” Matthew revealed. “By concentrating on the company’s EBITDA and evaluating performance over months and quarters rather than days and weeks, it becomes more economically efficient. Despite a general downturn in the industry year-over-year, we have maintained and exceeded last year’s figures. This holistic approach to financial performance ensures we are positioned for sustained success.”
As Matthew and the team continue to build on Dreamland’s momentum, the final thought of this article refers to Matthew’s ongoing dissertation research, as previously highlighted. He explained: “I am excited to share that my dissertation will focus on “Unravelling the Sustainability Dichotomy: A Critical Inquiry into Practices within the UK Bed Industry.” This research aims to explore various sustainability practices within the industry, with a particular emphasis on identifying opportunities for improvement.
“I plan to interview a diverse spectrum of stakeholders, including industry experts, suppliers, national retailers, and SMEs. By delving into these perspectives, I seek to inform my practices as a business manager and contribute valuable insights that can help others enhance their sustainability endeavours/policies. As I said earlier, it’s time for every bed business to do their bit towards a sustainable future.”
