Shire Beds took an innovative approach and focussed on two aspects: own branding and hand sidestitching, and how it has transformed the business.
Keeping the retailers’ needs in mind, bed manufacturer Shire Beds developed quality products where the retailer could maintain margin and have a point of difference. Shire Beds offered high quality hand side stitched own branded products at competitive cost price to allow profit maximisation. Becoming the white label Brand Behind the Customer’s Brand leveraged the customer’s own brand reputation.
Shire Beds set out to be the White Label supplier of choice offering high quality products and guaranteeing retailers margins and have achieved a large number of retailer partnerships with significant retailers in a short time scale.
To achieve this with their hand side stitch products, Shire Beds put in a programme of recruitment and training. It went from having one hand side stitcher and producing an average of a dozen mattresses a week to recruiting and upskilling over eighteen hand side stitchers and producing over a hundred hand side stitched mattresses a day.
Shire Beds continues to innovate products at great value prices. The lates Internum and Cool Nytz ranges are the Best in Class.
The Internum has the special feature of hidden tufts and still offers the expected comfort and style. The Internum range comes in pocket spring counts of up to 7000 and offers premium features including hand sidestitching, quality natural fillings and a sumptuous cover. The Internum is making the opulent hidden tuft and hand side stitched mattress accessible to the wider consumer. The Cool Nytz is a traditional pocket mattress, pillow top and box top mattress. The range has a cool feel quilted knitted cover. Both ranges are offered with the own branding option now a hallmark of the Shire Beds offering.
Director Fara Butt said: “We have proven our ability to become the white label partner for a large number of quality retailers -90 and counting. We have established ourselves firmly as The Brand Behind Your Brand in under a year aided by the huge sales of The Original Capri and Ravello specifications and we continue to innovate and expand our ranges.”
The Capri has been recommended by the award winning retailer Dreamland as their product of the year. Having grown significantly they are now on the shopfloor of a large range of quality high street retailers as well as the major online ones. Retailers are so confident buying their products that they are prepared to put their brand on it. Personalised instore POS that is available with most ranges. The own retailer branding ensures there is exclusivity in the market and allows the retailer the protection that makes products sustainable. Shire Beds is able to personalise most of the POS in house, from brand creation, to digitisation of the imagery to crafting the hand stitched pillow cases, bolsters and footmats Shire Beds offers the complete service for own branding.
Shire Beds offers a short reliable delivery time of 2 weeks or less so the retailer has the confidence in ensuring their customer’s journey from order to usage is speedy. Furthermore, customers can rest assured products comes with an extended guarantee.
Market disruption is less common in the industry. Shire Beds have moved the dial on the traditional hand side stitched market sector and have had the right products at the right time at the right price.
Please contact your local agent or contact Shire Beds on 01924 439898 info@shirebeds.co.uk. See Shire Beds during the January Furniture Show in Hall 5 on Stand G20.
