interiors monthly december 2008

C A R P E T S F U R N I T U R E R U G S B E D S L A M I N A T E U P H O L S T E R Y V I N Y L

Villa & HutGreen value

Peter DaveyNatural success

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Interio

rs Mo

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lyD

ecember 2008

Dec

embe

r 20

08

CoverSpread_IM_1208 26/11/08 16:07

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Andrew KiddEditor

Sealy – the biggest bed brand in the world.Find out more at www.sealy.co.uk, email us at [email protected] or call 016973 20342.

Interiors MonthlyEditor: Andrew KiddT: 01732 766 333 E: [email protected]

Furniture advertising (South): Tim BodenT: 01732 367 757 E: [email protected]

Furniture advertising (North): Jarrod BirdT: 01565 659 414 E: [email protected]

Carpet and flooring advertising: Joanne MillerT: 01732 766 344 E: [email protected]

Subscriptions: T: 01732 766 344 E: [email protected]

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Printed by Headley Brothers Design by Icon Colour © Interiors Media Limited

Editor’s comment





Dec

embe

r 20

08 A GIANT FELLEDTo go into administration once, Mr Favell, may beregarded as a misfortune; to do it twice looks likecarelessness, to paraphrase Wilde. Two months afterheading a mbo, after having put the chain intoadministration, MFI’s chief executive has had to do itagain. And this time is likely to be the last time.

Not paying rent for a quarter seems to have been avital part of his business plan. The problem was that notall the landlords agreed. Given that one of them wasGaliform, MFI’s ex-parent, it wasn’t too much of asurprise that a deal couldn’t be reached. If I asked mylandlord for a bit of free accommodation I know whatthe answer would be. If the freehold owners hadagreed, every retailer in the land would have asked for a similar holiday.

A purchase of the remains of MFI is unlikely (unlessthere is a deal to buy the rent-free stores, but surely thatwould be a deal too far). After all, what brand value hasit left? In contrast, Woolworth’s long anticipated failurehas brought an almost emotional response. But timeschange, and it didn’t keep up. What Woolworth’s wasloved for is now done far better by Wilkinsons.

This month we report on profit warnings and joblosses at UK carpet manufacturers. If this hadn’thappened I’d be worried. Short-term pain should meanlong-term survival.

A year ago in this column I wrote Welcome toInteriors Monthly. That feels like it was last week, and at the same time a long time ago. What a year it hasbeen. Huge thanks to all of you. Based on yourfeedback, you are really enjoying the magazine. Thank you to all of you who have advertised,contributed and given me the benefit of yourknowledge. Without you I couldn’t have done it.

A merry Christmas and a very prosperous Boxing Dayor earlier (as I suspect many of you will start early) sale.Roll on 2009.

03_IM_1208.qxp 28/11/08 13:00

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6 MFI fails again

7 Marnie set for top job

8 Ulster studio at Harrods

10 Key supplier trades on

12 No London Show in 2009

14 Villa & Hut: green living

20 Peter Davey: natural choice

32 Fabric upholstery: what’s hot

38 Carpet: what’s in store for 2009

42 Laminate: history maker

44 Dining: new direction

48 Beds: Sealy

50 Tiles: luxury living

52 Interiors Birmingham preview

60 Domotex preview

64 Buying groups: united

72 Trends: IMM and Heimtextil

3 Comment

26 New products

82 Final polish

Contents

News

Features

Regulars

Interiors Birmingham show guide

Carpet: the return of pattern

Beds: innovation matters

Next issue

A Shop full of customers,the till ringing and actuallybetter than expectedmargins...

Claire Sullivan,Pounce Furnishers, Gravesend3 February 2008”

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05_IM_1208.qxp 1/12/08 10:42

News

Favell has had to put MFI into administration twice

MFI fails again as rent deal is rejected

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PUB INTER MONTHLY.indd 1 20-11-2008 13:44:04

6 Interiors Monthly December 2008

The recession has claimedfurniture’s largest scalp for thesecond time in two monthsafter MFI was again put intoadministration.

MFI had asked landlords fora three month rent-freeperiod, but not all agreed –including former parent andHowden owner Galiform –leaving it unable to pay. The26 stores owned by Galiformwere due to be closedimmediately as InteriorsMonthly went to press. Therewill be closing down sales atthe remaining stores.

‘The administration followsthe continuing pressure onthe home market, which has

accelerated in recent weekswith sales levels falling furtherbehind prior year levels. Thecompany has suffered fromsevere cashflow pressure as aresult of credit insurancebeing withdrawn across the

sector and the general marketdeterioration, which has ledto the failure of certain keysuppliers,’ says a statementfrom MFI.

It added that ‘a substantialsum’ was being held by its

credit card merchant servicesprovider to pay refunds.Customer orders would befulfilled or refunded and the1,000 staff have been paid.Administrator MCR says it hadyet to decide on its strategy.

Gary Favell, MFI chiefexecutive headed a MBO inSeptember after putting thegroup into administration, butonly bought 106 stores. � Edinburgh Woollen Millbought 77 Rosebys stores,including 24 concessions, andits stock from administrator,KPMG. The branchesemployed 495 staff. Since thechain’s failure, 201 branches,with 1,256 staff, have closed.

06-09_IM_1208 28/11/08 14:34

Harveys and Reid Furnitureare set to be combined, withAlan Marnie, Reid md headingthe group.

Reid has confirmed that it isnegotiations with SteinhoffInternational, Harvey’s parent.‘Reid Furniture looks set tobecome an integral part of aUK upholstery division,created by Steinhoff, toharness both the Harveys andReid brands. This will createone of the largest furnitureretailers in the sector,’ says acompany statement.

Steinhoff also owns BensonsBeds, Bed Shed, Sleepmaster,Cargo and Reylon in the UK.

Reid was founded in

News

Reid will join Harveys under the Steinhoff umbrella

Marnie poised for top upholstery role

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Glasgow in 1970 and has 33stores across Scotland,Northern Ireland, Republic ofIreland and northern England.

Marnie headed a MBO ofthe chain in March 2006. Thissaw the involvement of Poco

International Holdings, whichowns all 170,121 class Ashares in Reid. Marnie has thelargest management stake,owning 30,000 of the104,959 class B shares.

Poco is headed by Peter

Pohlmann, a German retailinvestor. Among itsinvestments is Poco-Einrichtungsmarkt, a 23-storechain in Germany. Pohlmannand another family member,Niko Pohlmann, are Reiddirectors. Fellow Reid directorJames Moore is a formerdirector of Steinhoff and mdof Poco International.

Poco previously owned20% of South Africa’s secondlargest furniture retailerEllerine, and it is understoodthat Steinhoff founder BrunoSteinhoff and non-executivedirector Claas Daunintroduced him to SouthAfrican retailing.

06-09_IM_1208 28/11/08 14:35


News

Ulster Carpets is to be the onlysupplier to have its productsbranded in Harrods’ carpetdepartment when an UlsterStudio opens on 11December.

The department store hasexpanded the department toaccommodate the studio. Aswell as carpet displays andPOS, consumers will be ableto use the firm’s View inRoom software to see thecarpet in various roomsettings.

Another boost for thecompany is that it is the firsttextile manufacturer in thecountry to achieve the CarbonTrust Standard after reducingits carbon footprint by 44%through heat recovery plants,upgrading its lighting systemsand developing energyefficient in-house weavingequipment.

Launched in July, thestandard requires companiesto reduce their carbon output,rather than offset it.

‘For many years, we havemade a serious businesscommitment to measure andreduce our carbon emissions.This has allowed us to achievegreater energy efficiency whilesaving money and we willcontinue to investigate wayswhich will further enhanceour carbon reductionprogramme,’ says George

Ussher, technical services andenvironmental manager.

While the company stressesthat it will continue to investin equipment and skills – twowilton looms are planned forearly 2009 – economicconditions mean it is to shedup to 35 jobs. The companyemploys 400 people inPortadown.

Nick Coburn, Ulster md saysthat the proposed job cutscame after all other optionshad been exhausted and hehoped to avoid compulsoryredundancies.

Financial turmoil has taken a heavy toll on consumersmeaning that productionlevels will be cut for theforeseeable future.

Harrods and carbon boost for Ulster as job losses loom

Kettle sees the value of rebranding

George Ussher and Gail McKee, environmental officer (centre) accept the

Carbon Trust Standard award from Harry Morrison, Carbon Trust Standard

company manager and Patrick Waterfield of Waterfield Constancy

Kettle Containers is to rebrandas Kettle Interiors and offernew delivery options.

To bring a more costconscious approach to itsranges 12 bedroom, diningand living room ranges will be

added to its LifestyleCollection.

Delivery options with anaverage order value of£4,000, £8,000 or £18,000allow retailers to mix anyitems from any range in both

collections. At least 25% ofthe total order value must befrom the Lifestyle Collection to‘encourage retailers to exploitthese value driven ranges,’says Simon Ainge, generalmanager.

Victoria Carpets has warnedthat full-year profits will be‘significantly’ below theprevious £3.5m.

UK sales ‘declined markedly’in August and September,leaving sales for the sixmonths to the end ofSeptember flat at £12.44m.But the company says: ‘This,however, compares favourablywith many of the group’s UKcompetitors.’ UK pre-taxprofits fell from £135,000 to£57,000.

Sales in the Republic ofIreland rose 11.5% to €3.84mwith pre-tax profits 11.2%higher at €163,000.

‘With the UK and Irelandboth having entered intorecession, the housing marketlikely to weaken still furtherand unemployment to rise, itmay be at least 18 monthsbefore we see a return tomore normal tradingconditions,’ says AlexanderAnton, Victoria chairman.

He reveals that towards theend of the first half-year itsAustralian operation saw ahardening in its markets andwithin the last month asignificant slowdown in theAustralian economy.

‘Given the high degree ofuncertainty that now exists inall our markets, and coupledwith the likelihood that theymay yet deteriorate stillfurther, the board anticipatesthat the results for the fullyear are likely to besignificantly down on thoseachieved last year,’ he says.

Anton maintains that thecompany has a solid businessmodel ‘to see out thedownturn and to build upononce confidence returns tothe markets and the globaleconomies’.

Victoriawarning

8_news_IMdec.qxt 28/11/08 18:18

UK: 00353 42 9 351 351 Ireland: 042 9 351 351

www.tcsimports.comor contact your local representative:

London and South East - Peter Morris: 07831 558616North West, North East, Lincolnshire & Yorkshire - Gavin Boden: 07720 074906

South West & South Wales - Paul Clifford on 07886 642086East & West Midlands - Peter Bellis: 07860 418168

London North Thames to Northamptonshire - Trevor Cassell: 07710 727895Scotland - Donald Coltart on 07831 188844

ONE COMPANY

c a b i n e ts u i t e s b e d s

Wishing all our customers old and new A Very Merry Christmas and a Prosperous New Year

Suites - Cabinets - Beds

See it All!at Interiors Birmingham ‘09

09_IM_1208 28/11/08 14:17

Peter Ling, Land of Leatherretail director has left theleather and soft coverupholstery chain.

A LoL statement says Ling:‘has resigned from thecompany with immediateeffect and his responsibilitieswill be assumed by themarketing manager and thecompany’s creative marketingagency. The company haspreviously announced itsintention to significantlyreduce its advertisingexpenditure and the currentlevels of activity do not

support the continuingposition of marketing directoron the main board.’

In the past financial year thechain has cut its advertisingspend from £21m to £9m.

Ling joined LoL in 1998 tojointly run the Land of LeatherSouthern region. He began hiscareer in furniture retailing in1978 and joined Paul Briant,former LoL chief executive atAlan’s Furniture in 1979. Heleft to become a director of aproperty developmentcompany in 1987, butreturned to furniture retail

when he rejoined Briant atKingsway. When Briant leftKingsway to launch LoL Lingwas offered a position. Hewas promoted to the board in2000 as marketing directorand moved to retail director inJuly 2004.

Briant retired from the chainin August, becoming a buyingconsultant for it. In July thecompany secured shareholdersupport to raise £15m ofrefinancing (before expenses),without which it had warnedit would have been unlikely tosurvive.

News

Furniture Factory and J Burdekin carryon as the search for buyers continues

Ling leaves as LoL cuts back

Furniture Factory is a major supplier to Argos


Major Argos flatpack furnituresupplier Furniture Factory andrattan furniture importer J Burdekin were continuing totrade after going intoadministration as InteriorsMonthly went to press.

Furniture Factory and sisteronline retailer Space2 aretrading while KPMG tries tofind a buyer. Initially staff weresent home but productionwas later resumed after KPMGreceived interest from severalwould-be buyers.

The business had sales of£57m in 2007 and Argos sold an estimated £80m worth of its products. Thegroup employed 300 staff,including 30 at its head office and distribution centrein Glastonbury, where itsmanagement team is still in place.

It has manufacturingfacilities in Thornaby on Tees,Cleveland which had 130employees; Redruth, Cornwall

(120 staff) and Westbury,Wiltshire (20 employees) aswell as several warehousesacross the country. Some 21staff have been maderedundant since going intoadministration.

David Crawshaw, jointadministrator says: ‘Thecompany has encounteredtrading difficulties andalthough the directors havetried to restructure thebusiness to drive out costs,

unfortunately they could noteffect the change quicklyenough in the current climateto save the business. We arenow reviewing the optionsand are seeking a buyer forthe business as a goingconcern.’

At J Burdekin, administratorBegbies Traynor is hoping tosell the 138 year-old firm as agoing concern after the stateof the economy and theweakness of the pound were

blamed for its failure. Itimports furniture andassembles them with UKmade cushions and has salesof £2m. It also sells direct atits Ossett, West Yorkshireshowroom.

‘The business will continuetrading as usual for the timebeing, and there are noimmediate redundanciesplanned for any of the 13 staffat this time,’ says DavidWilson, joint administrator.

‘Those retail customers withoutstanding orders will begiven priority. We are innegotiations with keysuppliers to ensure anyadditional products requiredfor customer orders aresupplied, and therefore see noreason why customers shouldnot have their orders fulfilled.We are actively seeking a saleof the business as a goingconcern. We have alreadyfielded a number of enquiries,’says Wilson.

Roy Fisher, Lano Carpetsagent, died from a suddenillness last month. He was 58.

Fisher joined Lano in 1978.As sales agent for Kent andSussex he was a highlyregarded member of the team,says Francis Debrabandere,Lano UK sales manager.

‘Roy was both mentor andfriend who would always bewilling to lend help, bothprofessionally and privately,and I will miss hisirreplaceable companionship.Our thoughts are with hiswife Penny and two children,Danny and Caroline.’

Roy Fisher

10_news_IMdec.qxt 28/11/08 15:50

UK: 00353 42 9 351 351 Ireland: 042 9 351 351






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11_IM_1208 28/11/08 14:18

News

Headlam plans to close tworegional distribution centresbut has forecast it shouldmeet its trading objectives.

It proposes transferring theKeynsham, Bristol warehouseand logistics operations ofBailey Carpets to its Thatchambase. Solemere’s BishopAuckland operations would bemoved to Gildersome, Leeds.Warehousing at GarrardWaters in Northampton hasbeen relocated to its Coleshilldistribution centre after a firein September, but a servicecentre remains in the town.

If the proposals go ahead,Headlam will be left with 19UK distribution centres.

Meanwhile the groupwarned that UK like for likesales fell 4.5% in the thirdquarter. ‘From 1 October to19 November, like for like[sales fell] by 7.9% Despitethis recent contraction ingroup revenues, marketindicators suggest the groupis outperforming thefloorcovering market andincreasing market share.’

As long as the fall does notincrease, the group said it wasconfident that 2008 resultswould ‘be broadly in line withrevised trading objectives.’

Plans for new Londonshow in 2009 shelved


February 2009

Anglo Frenchcooperation

at its best

Plans to hold a major furnituretrade exhibition in Londonhave been called off.

The London Furniture Showhad been scheduled to takeplace at the Excel exhibitioncentre from 19-21 May.Organised by InsightExhibitions, the event wasaimed at middle to uppermarket exhibitors deliveringproduct launches to retailersin the autumn.

David Wilkins, Insight mdsays: ‘Further to discussionswith its key exhibitors, Insighthas decided to postpone thelaunch of [the] LondonFurniture Show. As everyone

in the industry is aware, thecurrent economic downturn ishaving a major effect onfurniture manufacturers andretailers. Insight is very muchaware of the difficulties itscommitted and potentialexhibitors are currently facingand in the light of this thedecision has been made toreschedule the show in 2010.’

He says the impact of theeconomy on the furnituresector has been painfullyobvious.

‘Whilst they and I areconvinced that a newLondon-centric, furnitureshow is very much needed, its

timing is vitally important. It isjust plain common sense forus to rethink when best tolaunch a new show. With thefull support of thosemanufacturers that havealready signed up, this willnow be May 2010.’

Two previous attempts toestablish a London mass-market trade furniture showfailed. UBM Live’s [then CMPi]relocation of the SummerFurniture Show to Earl’s Courtwas short-lived and thepreviously named LondonFurniture Show – notconnected with Insight – notreturning for a second year.

Smaller footprint:

Sasha Beaumont,

Texfelt director, James

Taylor, md and

Richard Southwell,

sales manager

celebrate cutting the

underlay firm’s

carbon footprint by

30tonnes after advice

from the

Manufacturing

Advisory Service. Its

Envirolay range gives

information on its

carbon footprint.

Headlam reorganisesdistribution

12_news_IMdec.qxt 1/12/08 09:08

UK: 00353 42 9 351 351 Ireland: 042 9 351 351






ONE MILLION POSSIBILITIES



13_IM_1208 28/11/08 14:19


Furniture profile

VILLA & HUTGREEN ECONOMYEnvironmentally friendly furniture often comes with an expensive price tag – something one retailer has avoided

Cast your mind back to the tail-end of2007 when recession was whathappened elsewhere. It was a time whenbeing green was still high on consumers’agendas and shoppers were prepared topay that bit more for environmentallyfriendly products, be it Fairtrade bananasor sustainable furniture.

That time may seem like a far off place,to paraphrase LP Hartley, but while moreeveryday matters such as paying bills hasrestored its place at the top ofconsumers’ concerns, there is still ademand for green products.

Often the problem with greeninitiatives is that consumers can be quick

Villa & Hut provides cost-effective products for shoppers who want to buy green

to rein in such aspirations when money istight. But for one retailer combiningsustainability with affordability has beenat its core since its beginning.

Villa & Hut was founded in Melbourne,Australia in 1999 after co-founders FranzMadlener and Nigel and Jackie Ames metin Indonesia. ‘Over the years in myprevious life as retail manager-come-troubleshooter with [shopping centregroup] Westfield, I examined manybusinesses to get them back on their feet.But I wanted to get back into my ownbusiness, to focus on sustainability andfair trade, do something with a strongeco focus. The opportunity didn’t arise

until I was on that trip to Indonesia,’ saysMadlener.

The Melbourne store was quicklyfollowed by its first UK store in Brighton.Guy Meredith runs the UK operation,with Ames, who lives in Indonesia,handling product sourcing.

Operations have now expanded tonine branches in Australia, along withfranchises in Philadelphia, US, Bali andCork, Ireland, as well as the first UKfranchise in Godalming, Surrey.

The company specialises in sourcingsustainable furniture and homewaresmade in workshops across South EastAsia. All products carry information

14_18_furn_IMdec.qxt 26/11/08 19:07

15_IM_1208 25/11/08 11:15


Furniture profile

The store is small but displays (top) are effective

V&H, which buys the secondhand timberfor local craftspeople to build furniture.

‘We don’t beat down their price, weare happy to pay for their skills. Ourapproach ensures there’s never any illegallogging, which some indulge in to avoidthe tax that would otherwise doubleproduction costs, but is put back intoreforest management.’

According to Meredith, V&H’s solid,rustic designs are ‘the cheapesthardwood in the UK,’ and half the priceof larger rivals such as Lombok. About aquarter of shoppers to the city centrestore and out-of-town warehouse unitask specifically about the environmentfirst, he says. ‘Where being green usuallycarries a premium, it costs less with us.’

This is helped by keeping the Brightonstore small, and selling from thewarehouse. ‘We’re a bit rough round theedges,’ he tells some customers at thewarehouse, making a point of theAustralian background. His comments areself-deprecating, as although it is hard tohide that it is a warehouse unit, it isscrupulously clean while the productdisplays are simple and effective. Thecustomers didn’t mind and it allows themto see the full range of products, which isimportant when every piece is slightlydifferent.

And the emphasis seems to beworking, with 2008 sales consistentlyhigher than last year – even in recentmonths.

He says the company is looking tobuild on the success of the

about where they were made.‘Our move to address community

needs for sustainable employment inIndonesia dovetails nicely with westernconsumers’ desires for unique pieces withcharacter and heritage. That’s why Idescribe our stores as: As close as youcan get to a tropical island withouthopping on a plane.

‘We pride ourselves in dealing directlywith the craftspeople to ensure fair trade,fair prices and first rate quality, and forour ability to pinpoint the genesis ofevery homeware item sold.’

He admits that the ‘fair trade’ label hasits detractors, because many lay claim tothe tag from the point when goods hitthe warehouse. This is not the case with

14_18_furn_IMdec.qxt 26/11/08 19:08

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17_IM_1208 25/11/08 11:17


Furniture profile

Villa & Hut buys the timber for local craftspeople to make the products it sells

Suddenly out of the researchlaboratories comes an amazing newproduct. It is available in unimaginablequantities. The supply renews itself...and if not abused, it has an ever-ending supply, and it is stronglycompetitive in cost.

It doesn’t shatter, and its resilienceallows it to absorb shock that wouldrupture or break most other materials.It has natural insulating qualities and itcan be produced in large sizes and/orlaminated for sheer strength. It standsup ruggedly almost indefinitely.

It has aesthetic qualities of a rangein both nature and character that willnot be copied by man-madesynthetics, because man can onlyproduce the stereotype. It is the idealsurface for painting, staining, oiling,tanning, charring and sanding. Itworks into all nature of articles (fromusefully rugged to beautifully delicate)with the simplest of tools. It possessesa tremendous strength-to-weightratio. It laminates well, with goodadhesive qualities, and it engages thethread of a screw or grips a dowel pin

or nail forced into it. Left in its naturalstate, it provides rest and refuge,protection, and even fuel, if need be.

The small parts of which it isconstituted may be taken apart andput back together again in otherforms, such as paper and pulp.Wouldn’t this be the most remarkablediscovery?

Our most fabulous natural resourceis often taken for granted. Withouttrees (wood), life as we know it wouldnot be possible.Source: Villa & Hut newsletter

Godalming franchise, with a couple morein the pipeline and scope for outletsacross the country. He tells of a customerwho last month drove from Birminghamto Brighton to see the furniture beforetaking it home, but the majority ofcustomers live in the South East.

Opening more company outlets isunlikely in the short-term but Meredith isconfident the city could support threemore stores without cannibalising sales.

The past few months have seenincreasing popularity of a lighter naturalmahogany V&H introduced. ‘People arealways asking for lighter finishes but theydon’t want pine and [solid] oak is tooexpensive.’

Although he may know where most ofhis customers live – marketing is centredaround local property and lifestylemagazines and its website – he has yet todetermine a typical shopper. They rangeacross most age groups and incomes.‘They could live in a £1m mansion butstill like a good deal,’ he says.

While the annual pre-Christmas ‘diningtable rush has begun’, sales of its otherstaple products – basket storage units,bedside cabinets, wardrobes andbookcases are encouragingly good.

Meredith has six months of stock instorage, all paid for, and is confident V&Hwill cope with the downturn. Customersknow about the company, he says, and itcan compete on price while offeringsomething a little out of the ordinarywhile tapping into shoppers for whomthe green message is still important.

Can you guess what it is yet?

14_18_furn_IMdec.qxt 26/11/08 19:08

Bentinck House, Park Lane Business Park, Kirkby-in-Ashfield, Notts NG17 9LETel: (01623) 727374 Fax: (01623) 754555 e-mail: [email protected] www.julian-bowen.co.uk

Julian Bowen Limited

To supplement the well-known Cameo Bedroom range of bedroom furniture, theCameo Sleepstation has been designed to be an all purpose sleep area foryoungsters, incorporating a desk, cupboards, shelves and even a short wardrobe.Finish is in stone white lacquer and the Cameo Sleepstation is already in stock fora quick delivery. DON'T FORGET THAT WE DO NOT OPERATE A MINIMUMORDER RESTRICTION. Any order, however small, is gratefully received anddelivered free of charge in the UK mainland & Southern Ireland. Don’t forget tovisit us at the NEC Hall 3 stand C 80.

19_IM_1208 1/12/08 11:37


Flooring profile

PETER DAVEYNATURAL WINNERA decision made 25 years ago has provedto be the right one for one retailer

When he started in the flooring industryin 1983, Peter Davey made a decisionthat has stood him in good stead eversince. Rather than take on every othercarpet retailer around Brighton, hedecided to focus on a specific productcategory.

His decision was simple, he says. Lesscompetition. A quarter of a century agoDavey saw that few other retailers wereselling natural flooring and therefore thiswas the market for him. Now he is thelongest established retailer in the eclecticmix that is Sydney Street in the centre ofthe city and has firmly established a

The store is the oldest in the street

reputation as the place to go to fornatural flooring in the area.

Natural flooring accounts for three-quarters of the company’s sales, ensuringthat it lives up to the sign above thedoor: Natural Flooring Centre PeterDavey & Son.

And his reasoning for focusing onnatural flooring is still as valid today as itwas in 1983.

‘We need to compete with themultiples and everybody in so callednormal carpet expects free fitting and free underlay which doesn’t exist.Nothing is free in life is it? My fitters

don’t work for nothing. I don’t work fornothing. Fitting is included with some ofthe prices, but not for nothing. It doesn’tsay free anywhere in this shop. Wecharge for fitting of natural flooringbecause of the complexity. The glue, the extra fitting system involved, youhave to use a proper underlay, you haveto take it on site and allow it toacclimatise,’ he explains.

A large proportion of the city’sresidents seem to agree with him.

‘It’s not always the people with money,the people you didn’t expect – theyounger generation – love the look of it.Sometimes it’s a job to convince the man in the house to have it, as he wants luxury. When he gets out of bedhe wants the soft wool in between histoes. The women like it, although it ishard to clean.’

With a laugh he says he tells parents: ‘Ifyou have a young kid, they’ll soon getup and start walking with this on thefloor – which they do.’

Brighton’s large gay population hasalso taken natural flooring onboard.‘They go for it a lot, the Pink Pound isworth a lot. They are good customers,they have money and are good to dealwith – they know what they want. Givethem service and give them a price andthey are happy.’

Davey doesn’t have a typical customer,and has abandoned the concept. I’velearned over the years not to judgecustomers when they come though thedoor as nine times out of 10 you arewrong, he says. ‘If someone says theywant a certain carpet for a certain area, Ithink what would I want and that’s whatI sell them. Not the cheapest thing.’

But it was not always thus. When hestarted he presumed customers wantedthe cheapest. ‘As I was green, I’d say“This is £1.99, you don’t want the

20_25_flooring_IMdec 28/11/08 14:05

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21_IM_1208 25/11/08 11:21

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We’re sending out a clear message to your customers.It’s the O.F.T. advantage.Only our 1000 Registered Specialistretailers nationwide have a ConsumerCode of Practice approved by the Office of Fair Trading

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22-23_IM_1208 26/11/08 09:23

People would walk in there and say theywanted sisal flooring, only to be told“You don’t want that, it’s horrible stuff.It’s hard to clean and you can’t fit it onstairs.” They’d walk along to me and I’dsay they could have it. They were allnegative and I’m positive – it’s a goodselling point.’

Sales are unpredictable, Davey says,with the popularity of products changing.‘At the moment we’re doing a lot of smallbouclé sisal. Other times we do a lot ofseagrass, then it’s coir.’

Outside of natural flooring, stripes arethe big story in carpet: ‘We get more andmore enquires about stripes.’

And Davey has also seen a rise indemand for non-beige carpets. As well as

brighter shades, grey is a winner for thestore. ‘Grey is always a popular colour.There was a time when you couldn’t geta grey, but all the good twist carpetshave put in a couple of greys. There wasa time when everybody wanted white,thankfully we talked them out of that.But they still want it on vinyl as they haveseen it in a magazine.’

Despite the longevity of the company,Davey is not a member of a buyinggroup. ‘I’ve never been approached andI’ve never approached them. I’m not surewhy,’ he says. Davey is a man whoenjoys running the company as he seesfit. For example, if it is a wet Saturdayafternoon with few shoppers about, hewill check the bus timetable and close at

£5”. But they did.’ Now Davey sellsvelvets at £63 per sqm. ‘I never thoughtI’d sell carpet for that but I do. Peoplethink it’s lovely and it is natural, as it’swool. Coir is made from coconut,seagrass is made from grass in the sea,and wool is another natural product.’

The store has an ad hoc policy onmarketing. Full or half pageadvertisements in the local newspapersand property magazines are the rule, butthe timing depends on Davey’s thoughts,and a good deal. ‘The other week I hadso many people walk in the shop saying“I want this in the advert”.’

As to prove the word of mouth rule, headds: ‘My best advertising used to be anearby store which isn’t there now.


Flooring profile

Peter Davey says there is no such thing as a typical customer

20_25_flooring_IMdec 28/11/08 14:06


‘I think what would I wantand that’s what I sell them.

Not the cheapest thing’

Flooring profile

Shoppers are willing to trade up

Davey has a positive attitude to sales

half-past three. Shoppers can ring thestore’s 0800 number, which is quicklyresponded to.

So what of the company’s future?Davey is 62, but retirement doesn’tappeal. His son is considering emigratingto Australia as a fitter, so Davey iscontemplating employing the store’s firstnon-family retail only member of staff,which would allow him to carry on hismixture of selling and measuring.

As much as he protests about thetiming of corporation tax, customersreturning months after placing an orderwithout paperwork and worrying, theodds are he’ll be selling sisal and seagrassfor many years yet. Perhaps it will be 30years on Sydney Street?

20_25_flooring_IMdec 28/11/08 14:10


1 Presented at Eurocucina 2008 in elm,Snaidero has launched a version of itsKube kitchen with a gloss ice-whitelacquer finish. Kube is a kitchen thatconveys an overall idea of elegance andsturdiness that is not ostentatious,providing a home that will not let itselfbe dominated by the designer, but thatrespects those who live in it, theirknow-how, and their guests. Tel: 00 3904 3206 3111.

2 Retailers looking to respond to thedemand for luxurious carpet shouldlook no further than Ultimo, the high-end brand of Lano Carpets. Featuringthe finest velvets through to patternedwoven axminsters, Ultimo providesscope to fulfil even the most precise ofconsumer expectations, including PureIndulgence (pictured). Tel: 00 800 52665266.

3 Designed for retail displays, the latestGlassmaster Display collection fromHillaldam Coburn offers a modularsolution with a range of cabinet sizesand glass thicknesses. Three standardkit sizes are available, all with twopanels in an opening 1,500mm,2,000mm or 3,000mm wide. It has anti-tamper features. Tel: 020 8545 6680.

4 Karndean has added to its Art Selectrange with Tudor Brick, a distinctive redbrick and wood design. With its originalrustic maturity, its natural character letsthe consumer create this classic look

with none of the practical drawbacksassociated with natural brick flooring.Tudor Brick is for customers looking tomake a real statement with their choiceof flooring. Tel: 01386 820 200.

5 Intricately inlaid luxury vinyl tiles fromthe Polyflor Expona art and designcollection have been installed in theToys for Boys department at theHamleys store in London. Using adramatic combination of Black Slate andUrban Tierra colourways, the flooring isbrought to life through the intricatescript decoration in the base floor. Tel: 0161 767 1111.

New products

3

4

12

5

26_prod_IMnov 25/11/08 15:19

27_IM_1208 1/12/08 10:25


6 Looking at a Dinesen floor, one of thefirst things you notice is that it seems togo on forever without any cuts. Onelong continuous surface, which makesany room look larger and more elegant.The reason is simple – there are no cuts.Tel: 00 45 7455 2140.

7 REH Kennedy’s Campaign style deskchair is shown in natural oak and istraditionally upholstered with hand-coloured full russet hide. It has a tllt andswivel mechanism as well as gas lift forpracticality while maintaining atraditional look. Tel: 01473 240 444.

8 Chichi Cavalcanti’s focus on bold

colours has become her visualtrademark, turning her bespoke rugsand wall hangings into immediatelyrecognisable, timeless pieces. Inspired bythe decorative colours of the early 20thcentury, Cavalcanti’s latest designscombine viridian blues, soft emeraldgreens and corals. Tel: 020 7168 5713.

9 Matthew Hilton’s Manta chair,distributed by De La Espada, is astackable dining chair with a sculpturalunification between the back andarmrest. The innovative use of a multi-directional curved plywood mouldingfor the combined back and arm rest give the chair a strong sculptural

element distinguishing it from the manyplywood chairs in the market. Tel: 020 7096 1154.

10 Atelier Areti’s pendant rangeKirchschlag was developed as a lightthat is both decorative and highlyfunctional, a combination that is rare asmost lights fall into one of thesecategories. Kirchschlag was made inclose relationship with highly skilledglass blowers and engravers in Glasriket, Sweden as well as lightingprofessionals, to create a light thatunites the beauty of expertworkmanship and advances in newtechnology. Tel: 0779 2968 735.

New products 7

8

10

6

9

28_prod_IMdec 25/11/08 15:46

A new dawn is coming...

Kettle Containers has become Kettle Interiors. With an astounding 27 traditional and contemporary furniture, wooden cabinet and mattress ranges now on offer, Kettle Interiors is not only bringing one of the largest and most varied collections currently available, but also a brand new order system. That’s right no more containers. Retailers can now mix any item from any range for delivery in just four to six weeks with the K4, K8 and K18 direct supply packages. Still the same great service as you have come to expect, but with a whole new way of looking at things. Find out more at Interiors Birmingham on stand D35 in Hall 4.

0845 678 1155 www.kettleinteriors.co.uk

KettleInteriors_Rebranding_1pp.indd 1 6/11/08 10:42:28

29_IM_1208 25/11/08 11:18


11 Wrapped in chocolate brownfaux leather, the Bali bed fromHyder Living meets the practicaldemands of storage with an air ofstyle. With its contemporary lines,high headboard, low footend andto the floor attitude, as well asfour times the storage of atraditional divan-style bed ,including hydraulic lift, the Bali isa winner. Tel: 01484 531 000.

12 Embellished fabrics continueto be in demand for furnishingsand Prestigious’ latest response isthe Chateaux Collection, wherethree crewel-embroidered designsare partnered by the broad stripeof Bourges, the barcode stripe ofVicky and the plain denim-effectof Chateaux. It will be launched atHeimtextil. Tel: 01274 688 448.

13 Charlotte Thomas offers goodlooking and quality linens. TheClaire collection, in beautifully

smooth and crisp 300 count pure100% cotton, comes with hand-worked open ladder stitch borderwork along all Oxford edges. Tel: 0845 365 1625.

14 The Plantation Rug Companyhas launched a website,www.plantationrug.co.uk whichshowcases its collection ofcontemporary, traditional, hand-knotted and boldly abstract rugs.An online rug bible for retailersand consumers, the pages areeasy to navigate. Consumers canenter their postcode to find theirnearest stockist. More than 780retailers have already signed upfor their store details to bedisplayed. Tel: 01924 493 200.

15 Frank Hudson’s Kensingtonbed is made using mahoganysolids and inlaid flame veneers. Itis available in 5ft and 6ft sizes.Tel: 01494 522 011.

New products

1315

11

14

12

30_prod_IMdec 28/11/08 16:35

For more details about Schooner or the other ranges in our “Classic collection” go to www.alstons.co.uk, call 01473 277202 or email [email protected]

SchoonerA F F O R D A B L E E L E G A N C E

A subtle American oak collection evoking warm, mellow hues.

31_IM_1208 25/11/08 11:45


Upholstery

OUT OF THE SHADETOUCH MATTERSBrighter colours and increased textures are driving fabric upholstery sales

‘As with all fashion-orientated industries,trends in the furniture industry are in aconstant state of flux,’ says Ian Bisatt,Multiyork design director. ‘Althoughshape, style and the spirit of design arekey factors, possibly the most emotivepart of furniture is the covering fabric.’

Fabrics can excite, create a mood andlight up an empty room, he says. Forexample, putting a traditional damask ona modern boxy sofa gives it a completelynew look.

Bisatt reckons during the past twoyears furniture has moved away fromplain beige weaves and brown leathersto large-scale bold patterns in vibrantcolours. In fact, of Multiyork’s top 20selling fabrics, 14 have bold patterns,either stripes, floral or classical damasks,with stripes accounting for one in five ofthe top 20.

The introduction of the Buck Palm

Purple will remain a strong seller in 2009

Lime is a popular colour

32_36_upholst_IMdec 25/11/08 15:57

WORLD PREVIEW OF FURNISHING FABRICS AND CURTAINS

6-7-8 MAY2009

VILLA ERBACERNOBBIO

ITALY

33_IM_1208 25/11/08 11:47


Upholstery

Texture is important

A quarter of Multiyork’s top 20 are stripes

plains to intricate qualities with appliquémotifs and embroidered outlines. Thehand-made look was also very evident.

However, Bisatt points out that:‘Unfortunately, many of these fabrics aretechnically unsuitable for domesticupholstery, but they will make beautifulcushions.’

Aubergine and purple on upholstery isproving very popular and are likely toremain strong-sellers well into 2009.

‘The current economic climate is

floral in spring 2007, from Italian supplierMario Sittori, was the first of the boldmodern weave designs to prove popular.Over the past 12 months, cotton prints inbright colours such as the Kimura rangefrom Romo Fabrics and others from JaneChurchill and Harlequin Fabrics havebeen, and still are, strong sellers.

Multiyork also analyses the sales of itsdisplay covers by colour to assess thetrends within its collections andunderstand how customers react tothem. Although there are industry trendsin terms of the new colour for theseason, Multiyork generally sells a broadcross section of colours, often influencedby its seasonal sales brochures.

Two years ago, the principle colourswere beige and burgundy but now thespectrum of sales is varied ranging from

bright red, orange and auberginethrough to traditional burgundy andebony. Mid tone greens aren’t popular atthe moment, whereas aqua and lime are,says Bisatt.

‘The tactile qualities and visual depth offabrics is also an important factor. Velvethas seen a real resurgence over the pastthree years and many of Europe’s “oldwire looms” that have been redundantfor years are now working at fullcapacity,’ he says.

‘Plain, embossed and sculptured velvetwith natural linen grounds are verystrong, often with bold patterns and vividcolours. Patterned and plain chenille havebeen popular for the past 10 years andover this period, the chenille yarns havebeen combined with double constructionpocket cloths to produce soft, quilted-looking textures with rippled surfaces anddelicate woven motifs.’

This autumn’s Decorex exhibitionrevealed a large variety of silks, from

also likely to have a bearing on thecolours and textures consumers opt forover the next 12 months. Duringchallenging economic times, consumerstend to revert to more traditional stylesand patterns in the choices they make,’he says.

‘As such, we could see green andburgundy make a comeback intofurnishings as consumers yearn for thefamiliarity and security these coloursrepresent.’

‘Duringchallenging

economic times,consumers tend to

revert to moretraditional styles and

patterns’

32_36_upholst_IMdec 26/11/08 17:47

MAX DIVANI UK / IRELAND Matthew Kutas Furniture Agency Torp House, Rothersthorpe, Northampton NN7 3JB

Office T. +44 (0) 1604 832955 F. +44 (0) 1604 832965 [email protected]

MAX DIVANI S.p.A Via Ceraso, 1 70022 Altamura (BA) Italy T. +39 080 3165511 F. +39 080 3105005 [email protected] www.maxdivani.it

35_IM_1208 27/11/08 12:23


Upholstery

Colour is one of the first things that wenotice in our surroundings and can affectour moods, emotions and well-being.

The colours of an interior environmentaffect us in the same way as those in thenatural world. By using colour we caninstantly transform a room to reflect itsuse, give it a different atmosphere ormake a statement and disguise orhighlight features.

Studies on natural colour preferenceshave identified how specific colourgroups are linked to four personalitytypes:� Lively, young, outgoing and friendlypersonalities will respond well to the lightand clear colours of spring. � Quieter, understated, calm and elegantpersonalities prefer the cooler moremuted tones of summer. � Warm, intense, traditional and earthypersonalities relate to the earthy, mutedbut intense tones of autumn. � Dramatic, strong, objective andefficient winter colour personalities prefer contrasting, icy or very strongintense colours.

Our reaction to colour is mostlyinstinctive and we will naturally choosethose colours we feel comfortable with.There are no ‘wrong’ colours but usingcolour psychology can identify the bestand most supportive colour choices forthe home and yourself. You can influencethe feeling and support an activity in aroom with colour, transforming yourenvironment and improve your lifestyle.

Much like creating a recipe for afavourite dish, interior decoration requiresa careful balance between the‘ingredients’ of colour. If you are areluctant cook in the kitchen or perhapshave little enjoyment for eating, thecolours that will best support andencourage those activities will be fromthe red/orange palettes, they relate to the

physical self and ‘nourishment’. Alternatively, if you enjoy cooking then

the colour yellow will add to yourcreativity and optimism with perhapssomething from the green/turquoisepalette to enhance a relaxingenvironment.

The dining room atmosphere, althoughalso focused on food and eating, may bemore relaxed. Here the use of blue maybe beneficial to soothing digestion. If youoften entertain the warmer colours fromthe red/orange palette will encouragewarm feeling and conviviality.

‘Generally the living room is an areawhere everyone in the house meets andso, many colours would work there. Ifyour living room area is essentially theplace where you relax and unwind, softershades of green and blue will supportthis or violet shades which will enhanceareas of deeper relaxation for the mindand meditation. Pink also enhances

feelings of calm. If you use the area forentertaining then yellow will supportlively conversation and entertainingalthough a predominantly yellowenvironment would not be too relaxingand should be balanced with coloursfrom the green/blue/violet palettes.

The bedroom can be more than justsomewhere we go to sleep and thenwake up to dress for the day. It can beour personal sanctuary to read, meditate,relax and sleep. Consider how well yousleep and if you wake up refreshed. Doyou study or watch TV in your room? Atint or less intense shade of the colourthat you wish to use can enable you tofall asleep more easily, balanced by asecondary colour that is stimulatingenough to wake up to.

Shades of pink/peach are physicallysoothing. Combined with light bluewhich is calming for the mind or lightgreen for refreshment, a balance isachieved.

In the bathroom, fresh and clean tonesof green, blue and turquoise usually workas well as the fleshy pink tones thatreinforce positive feelings about the body.Stronger tones of green or red, yellowand orange stimulate the senses in toactivity.

In these times of economic uncertaintyand increased environmental awareness,emerging trends indicate a focus on thesimplicity of a rural life and a better lifebalance with an appreciation ofcraftsmanship and authentic materials.Drawing inspiration from the naturalworld, colours that support these trendsare likely to be the warm, muted, earthytones such as burnt orange, brick,terracotta, pine green, wood brown, slateand clay grey.

Bernay Laity is the founder of colour anddesign consultancy in:colour

COLOUR OF MAGICCAUSE AND EFFECTColour affects us in different ways so it is important to get the right colour for your surroundings

Mood enhancersA general guide to the effects of somecolours:Red is a powerful, physical colour thatexpresses courage, strength, energy,stimulation, excitement and warmth.

Blue relates to our intellect; clearcommunication, trust, efficiency, calmthinking, logic and reflection arequalities of the colour blue.

Yellow reflects emotional self-confidence, self-esteem, extrovertismand optimism. Friendliness andcreativity are displayed in yellow.

Green is the balancing colour echoingharmony, refreshment, rest, peace andreassurance.

32_36_upholst_IMdec 25/11/08 15:59

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37_IM_1208 26/11/08 09:00


Carpet

SHOPPING FORECASTTWIST AND SHOUTWhere is the carpet market headed in 2009? Leading suppliers give their views, but agree they must offer good value

A year ago the words credit and crunchwent together like Tottenham andrelegation or Brown and winner.However, the past 12 months have seenthe economy fall into recession, bankslose their way and consumers shed theirconfidence like a snake and its skin.

So what does the coming year hold forthe carpet market, in terms of spendingand what consumers will actually buy?

With money tight, companies may betempted to concentrate more on lowerprice points in the hope of picking upwhat sales there are. But this could be aserious mistake. For the really hard-upreplacing a carpet can be put offpractically until the old one is wornthrough – and even then holes can becovered by a rug or by rearranging thefurniture. So what will suppliers do?

Mike Dobson, Gaskell Wool Rich andMr Tomkinson general manager says:‘With the continued restriction on financeand increased concerns about the jobmarket, it is hard to see how the first-time buyers are going to be able to re-enter the market. Until they do so, it will be difficult to kickstart the wholehousing segment, which is a critical area for the flooring industry. And whenthey do finally re-enter, disposableincome will be tighter than ever, so thebottom end of the market is likely toremain depressed for a number ofmonths to come.’

Martin West, Kingsmead generalmanager agrees. ‘Potentially, sales in themiddle to top end of the market may beleast affected by the recession.Demographically these are the peoplewho, provided they keep their jobs, arestill likely to have disposable income.’

And this could well be the key to manya retailer’s survival – having a well paidcustomer base that isn’t too reliant onthe financial sector or a large local Ulster York Wilton: some predict bolder colours will sell next year

employer that makes a large chunk of itsworkforce redundant.

But recession doesn’t mean thatretailers will not be able to persuadeshoppers to trade up – it’ll just be harder.

‘Consumers will be looking for dealsand retailers will need to be seen to beoffering value for money options,’ saysWest. ‘There is so much uncertaintyabout the economy next year that it feelsimpossible to predict how the consumerwill react. Ranges with multiple qualityoptions represent the best opportunity tothe retailer to sell up, once the consumerhas chosen the colour.’

Dobson insists that there will always bethe opportunity for the retailer toencourage the consumer to trade up. ‘Itis up to us to assist in this process byimproved POS and labelling information.’

Shaun Lewis, Victoria Carpets sales andmarketing director agrees that the higher

end is where sales are likely to be. ‘It isextremely important for retailers to try totrade upmarket. Their turnover isgenerally down and by at least sellinghigher ticket prices they may be able tomaintain their margin.

‘The marketplace will continue to bedifficult for 2009 and possibly even into2010. Until the consumer is confident intheir job and house values it will remainhard to get their cash for the large ticketitems such as carpet. Only the strong willsurvive.’

So giving the customer even moreinformation on what they are looking atand why it is worth the price will be evenmore important.

West insists that: ‘2009 represents oneof the biggest challenges to our industryfor a long time. Service, quality and valuefor money will be more important thanever if we are to come out the other side

38_41_carpet_IMdec.qxt 26/11/08 18:33

� 100% wool, 4 & 5m wide

� Available in 10 stripe options,with 10 co-ordinating solidcolours

� Stripe available in 1m widthto minimize wastage

Gaskell Wool RichSales Tel: 01827 831525 Fax: 01827 831508

www.gaskellwoolrich.co.uk

Introducing newNeapolitan

39_IM_1208 25/11/08 11:53

stronger than we went in. We will not besitting back waiting for the economy,instead we will seek to give our partnerretailers what they need to succeedthrough innovation, new products atcompetitive prices and targeted POS witha consumer focus during 2009.’

Good value is the way to go accordingto Geert Vanden Bossche, Baltamarketing manager. ‘With the recessionand slow housing market we think thegeneral public will look more for anaffordable carpet. It is our challenge to beable to offer good interesting ranges witha good price/quality ratio.’

So what will shoppers be looking for?Is it another year of beige or will stripesand this year’s influx of brighter coloursprove to be a shot in the arm? Willenvironmental issues be rememberedamong price?

One thing that will not change is thepublic and retailers’ love of 80/20 twists.

‘Consumers still favour the 80% wooland 20% nylon combination as it hasproved to be the most economical andpractical blend for homes, combining thesoftness, comfort and warmth of woolwith the hard-wearing properties ofnylon, guaranteeing a level of resilienceand durability,’ says Ray Snell, UlsterCarpets residential designer.

‘Carpet has and will always be a keycomponent within residential interiordesign,’ he stresses.

Dobson and West expect to see littlechange in the domination of twist pileranges, while Dobson expects wool toincrease in popularity. ‘I don’t envisagethe dominance of twist carpet to bechallenged in 2009. Within the twistcategory, the combination of rawmaterial increases and foreign exchangeissues has meant that the price gapbetween wool and manmade twist issmaller than it has ever been, giving


Carpet

Colouring the future

Next year will see some demand for stripes and a continuing increase in popularityof colour, but at the same time a need will grow among consumers for a carpetstyle that will have longevity, says David Cormack, Cormar Carpets marketingdirector.

The credit crunch is forcing homeowners to improve rather than move, whichcreates a desire to give homes a new lease of life. Less disposable income meansmore people are entertaining at home so simple changes, such as fitting a newcarpet, will have a huge impact.

He says people are starting to experiment more with flooring textures, so will beinterested in different types of carpet, from twists to loops, to create different looks.

‘We’re beginning to see the return of colour in interior textiles after a longstretch of nearly every conceivable shade of beige. One end of the spectrum is1970’s styling with deep aubergines, bold berries and burnt oranges, so there is astrong possibility that this will come into carpet as well.

‘In terms of trends in the market itself next year – unless there is a dramaticimprovement in the value of the pound (and with the large reduction in interestrates recently it seems unlikely) then we believe that Eurozone manufacturers willcontinue to suffer which should benefit those companies manufacturing in Britainproviding they continue to manufacture what consumers are looking for.’

Cormar Warwick in raspberry

38_41_carpet_IMdec.qxt 26/11/08 18:34


Carpet

wool the opportunity to take marketshare,’ he says.

For Lewis, until the economy recoversconsumers ‘will play safe and stay withwhat they know – twists, loops, velvetsand patterns, depending on theirpreference and style. Twists will definitelycontinue to dominate and will remain thelargest sector by far. Velvets and loopswill continue but I do believe some of thestylish tonal axminsters will gain ground.’

So what about colour? Will the brightercolours seen on many Harrogate standsprove to be simply eye candy that drawsconsumers to a particular display beforeMrs Smith opts for safety first?

For Snell, the picture is driven by anumber of factors. ‘Consumers are alsobecoming more discerning aboutenvironmental issues in relation to theconstruction and manufacturing of their

Ulster Elements: beige shades are still popular

carpet. This is indicative in the naturalflooring effect that consumers are strivingfor, also reflective of the general trend infashion and interiors, where texture,natural type fabrics and subtle designsare very in vogue. The natural lookcontinues with even less colour in thisarea. Taupe in various shades, alongsidemink and grey hues will become thedesired sophisticated, colourations.

‘While neutrals continue to be popular,there is a definite move towards strongercolours, often used to complement thecontinuing beige theme. Emerging arevarious shades of earthy greens and boldgold, with 1960’s and 1970’s typedesigns gaining momentum once again,’he says.

But beige will still reign reckons Lewis.‘Consumers will play it safe and stay withbeige browns. The brighter colours will

remain as accent colours in rugs forexample, although I do believe “colour” iswhat the bored retailer is looking for.’

‘Colour is perceived to be making acomeback, but we are yet to see a majorresurgence in actual sales figures. Withinthe beige family, there is a growth ofearth tones – mushroom, taupe, etc,’says Dobson.

Natural shades will veer towards stoneand grey, says West. Green will make areturn as well as deep red/burgundyshades. ‘There will be some sales of wildand funky colours but it will represent asmall percentage of the overall market.’

Vanden Bossche agrees. ‘I see a trendtowards more colour especially younger,fresh, bright colours, such as those in theFun On The Floor brochure. Stripes, and,in general, patterned carpets are back intrend although stripes will probably neverbe sold in large quantities.’

Snell predicts the resurgence ofpatterned carpets will include classicaldesigns. ‘This creates a very distinctivelook but with the subtle colour paletteused, the overall look is verysophisticated. Popular designs includePersians with a washed, antique rug look,as well as restrained florals. Thebasketweave is also becoming veryaspirational.’

But what of stripes – 2008’s bestalternative to beige for many retailers?

‘Stripes are definitely in fashion at themoment, and are likely to continue to beso throughout 2009,’ says Dobson.

Lewis agrees: ‘Stripes are here to stayfor a long time, albeit as a niche market,but I do think there is still some smallgrowth to come in this sector.’

West, on the other hand, thinks thestripe has already enjoyed its day. ‘Ibelieve the stripe may already have hit itspeak and the market is becomingincreasingly overpopulated.’

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Laminate

PERGOQUIET A DEVELOPMENTThree decades after it began selling laminate flooring, the manufacturer has moved to tackle noise

In 1977 Apple launched its first computer,Gary Gilmore was executed, Steve Bikodied, British Airways began regularLondon to New York flights on Concorde,the Queen celebrated her Silver Jubileeand the future of flooring was changed.

While conspiracies were raging aboutthe Sex Pistols’ God Save the Queen onlyreaching number two in the charts andwell-heeled passengers were sippingchampagne high above the Atlantic,technicians at Perstorp invented laminateflooring.

A year later it went on sale in Sweden,changing the look of flooring forever, butit would be another 11 years beforeanyone outside Sweden could get theirhands on Pergo’s flooring. And it took

Expression in aged elm Narrow Ships Deck in Yacht oak

until 1994 before it crossed the Atlantic.Now 30 years after it began selling

laminate flooring, Pergo is tackling thethe problem of noise – walk across it inanything other than slippers and thechances of a quiet entrance are gone.PergoSense, says Pergo, is the firstlaminate flooring to combine soundreduction, anti-static and anti-microbialproperties.

The range employs new SoftTechtechnology, reducing noise levelsreflected from the flooring while makingit more comfortable to walk on. A soundreduction underlay is attached to theunderside of the board, along with asound-blocking layer beneath thelaminate surface, to reduce sound.

To prevent bacteria and virusesgrowing on the floor, silver is added tothe surface. Anti-microbial floors improvethe hygiene of the most used rooms inthe home, for example the kitchen andsensitive areas such as care homes,hotels, restaurants. ‘This simple and safemethod means that bacteria die withoutthe use of chemical disinfectants and witha regular cleaning practice to get rid ofspills, dust and stains, tests prove that99% of bacteria will have perished within24 hours,’ says Kate Male, Pergo regionalmarketing manager.

PergoSense features 10 designs, fromthe light and rustic design of Seaside Pineto the rich look of Fruitwood, with retailprices of £35.99 per sqm.

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Laminate

PergoSense Seaside pine Pergo Original Dark Fruit

Pergo history1977: Laminate flooring is inventedby Pergo’s parent company, at thetime a part of the Perstorp Group.

1978: The first laminate flooring issold in Sweden.

1984: Construction of the firstdedicated laminate flooring factory inSweden.

1989: Introduction of Pergoproducts in Europe.

1994: Introduction of Pergoproducts in North America.

1996: Manufacturing facility beginsproduction in Garner, North Carolina,US.

2001: Pergo is divested from thePerstorp Group and listed on

Stockholm Stock Exchange’s O list.

2004: The brand name Pergo isused to launch wood floors in the US.A new factory for manufacturing theSimpleSolutions Four-In-Onemouldings opens in North America.

2005: Major expansion of the plantin North America. SimpleSolutions USAis formed for marketing patentedmouldings. In Europe, a plantconsolidation and restructuringprogramme is completed.

2007: Pfleiderer acquires Pergo for?308m. Pfleiderer is one of Europe’sleading manufacturers of productsbased on chipboard and laminatedboards.

2008: PergoSense launched totackle noise issues.

Expression tile

42_43_laminate_IMdec 26/11/08 18:59


Dining

SWEET DREAMSNEW BEGINNINGAfter the success of its bedroom range, one supplier is moving into living and dining

At a time when companies are faced witha choice of concentrating on what theydo best to maintain sales or moving intoareas they have little or no experience in,many firms opt to avoid the risk.

One taking the opposite approach isSweet Dreams with the launch of itsliving room and dining collection. Whilesome may think it a strange decision, thecompany says the move is ‘a recession-busting strategy’ which is based on thesuccess of its move into cabinet.

‘A year ago we expanded into bedroomcabinet, just as trading conditions wereworsening,’ says Riaz Ahmed, SweetDreams md. ‘It proved to be a hugesuccess for us, and we don’t see why wecan’t replicate that success by introducingliving room cabinet and dining suites tocomplement our upholstery.’

With the launch, Ahmed will completethe transformation of the company hefounded 21 years ago from a bedcompany to one that supplies beds,upholstery, bedroom, living room anddining furniture.

He points to one factor in the successof bedroom cabinet; retailers who alreadypurchase beds from Sweet Dreams, andbenefited from the seven to 10 daysguaranteed delivery, realised they couldenjoy the same service with the bedroomcabinet, and orders expanded as a result.

The success of Sweet Dreams’ policy ofholding all products in stock anddelivering in less than a fortnight will alsocontribute to the success of the newventure, Riaz believes. This is reinforcedwith the expansion of its 15 day homedelivery service to all products, includingthe new living and dining collection.

About a dozen ranges will make up thecollection, spread across several stylesand price points.

‘A highlight will be attention-grabberLennox, in high gloss white lacquer.

The Glossy Lennox range

Hitting the top notes in both style andquality, Lennox comprises a dining tableand matching chairs, coffee table,entertainment unit and sideboard,’ saysRiaz. The curves of the oval dining tableare echoed in all the matching pieces.

Other finishes include oak, and thereare models highlighted with contrastinginlays, dark-coloured rubberwood andmodern glass and chrome.

‘The products have been sourced fromtried-and-tested suppliers, mainly in theFar East, and we are confident that, justas furniture retailers followed theexpansion into bedroom cabinet becauseof confidence in the Sweet Dreamsservice and in brand, they will also followour new direction into living and dining,’says Riaz.

As part of the expansion strategy thecompany is targeting new stockists, aswell as hoping existing stockists will takethe ranges.

To help with this, Sweet Dreams’comprehensive annual brochure willinclude the living and dining and the upholstery collections, as Riaz tries to underline the collection’scredentials.

He is confident of the strategy at a timewhen rivals have increased theirstockholding and reduced delivery times.

‘Being supplied by a long-establishedand well-thought-of brand, whosestandards of service and quality arewidely acclaimed, is certain to boost thisbold launch’s chances of success in suchuncertain times,’ he says.

44_46_dining_IMdec 25/11/08 17:05

TheManchesterFurniture Show 09Manchester Central 19-22 July tel: +44 (0)1923 670 997email: [email protected] www.manchesterfurnitureshow.com

CABINET&DINING

OCCASIONAL

LIVING ROOM FURNITURE

BEDS&MATTRESSES

UPHOLSTERY

BEDROOM FURNITURE

HOME OFFICE

DECORATIVE ACCESSORIES

PICTURES&PRINTS

LIGHTING

CARPETS& RUGS

SOFTWARE SYSTEMS

Outlook:VERY POSITIVEManchester, UK, July 2009If you are looking for an event that gives you access

to the leading buyers in the furniture world, we have

the answer. Whatever the economic climate, you’re

assured of a warm welcome and a very positive

outcome at the Manchester Furniture Show.

The Manchester Furniture Show approaches its

11th year in a Very Positive Mood. 2008 was another

outstanding success and despite tougher trading

conditions, the 2009 show is already being talked

about as the ‘must exhibit show’ for 2009.

For a very positive outlook, please visit:

www.manchesterfurnitureshow.com

45_IM_1208 28/11/08 14:29


Dining

Odyssey: automatically extends

While Sweet Dreams prepares to make itsdining room debut, a more establishedpresence in the market is poised toexpand its already considerable offer.

Since Calligaris’ foundation in 1923,dining has been a mainstay of the Italiancompany and its latest creationsdemonstrate that heritage is no obstacleto making use of modern technology.

The Area 51 chair is made from clearpolypropylene with an embossed surface.The single-piece body is injectionmoulded with the air-mouldingtechnique; this gas removal technologyempties an injection moulded plasticobject internally, therefore maintaining aconstant thickness.

Shapes unobtainable by normalinjection moulding techniques can nowbe made in a single moulding process.The production method not only givesthe product exceptional sturdiness butalso reduces the product’s weight.

The Odyssey dining table sports anautomatic extending device, whichdramatically increases the size of thetabletop. Two extensions open

symmetrically and simultaneously whilethe tabletop maintains its elliptical shape.

For more informal dining, the Jamacrylic chair and stool combines a glossywhite interior with an orange, red, green,blue or coffee outer.

The simplicity of its design, allied with its elliptical cut-outs, allow it to look equally at home in the kitchen ordining room.

Jam: stool or chair

CALLIGARIS‘Heritage is noobstacle tomaking use ofmoderntechnology’

44_46_dining_IMdec 25/11/08 17:06

47_IM_1208 1/12/08 10:22


Beds

SEALYDEDICATED TO COMFORTSealy celebrates its 35th year of UK production next year, supported by the sector’s largest research budget

Next year sees the 35th anniversary ofthe production of Sealy beds in the UK. In1974 Silentnight Group secured the UKlicence from the US company and beganproduction in Aspatria, West Cumbriaafter buying M Hackney & Co. From salesof just £450,000 a year then, thecompany has become one of the best-known bed brands today.

Sealy’s manufacturing plant, whichproduces around 3,500 beds per week,was recently extended to 160,000sqft aspart of a £1m investment.

The refurbishment covered all areas of

Sealy is one of the fastest growing bed brands in the UK

the site, from the factory floor to the newshowroom, and has created a morecomfortable and efficient workingenvironment.

Springs for both mattresses and basesare produced at the Aspatria factory. Its35,000sqft warehouse is capable ofstoring up to 4,000 bed sets.

‘Since Sealy was established in the UK,it has remained one of the fastestgrowing brands and has consistentlyachieved record sales – a significantachievement in the present economicclimate and an increasingly competitive

marketplace,’ says Neil Robinson, Sealymarketing director.

Furniture Village, Bensons and Dreamsare among its major accounts. Thecompany’s strategy is to continue todevelop major account trade, whilesignificantly increasing marketpenetration and distribution throughindependent retailers and the expandingcontract, mail order and home shoppingmarkets.

‘Sealy invests more time and money onproduct development than any other bedmanufacturer, utilising state-of-the-art

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Beds

Sealy tests pressure points to ensure comfort

International Collection, which usestechnology and ideas developed byseveral countries.

Research is clearly important, asevidenced by the opening of a pressuremapping laboratory last October.

‘Pressure management is one of thefocal points of Sealy’s productdevelopment process,’ says Larry Rogers,Sealy ceo. ‘The Center of Excellence will provide crucial insight intodeveloping cutting-edge sleep systemsthat help consumers maximise everyminute of sleep.’

facilities at the world’s largest and most advanced research anddevelopment centre and bed testinglaboratory in Greensboro, North Carolina.This is in addition to the SilentnightGroup’s own research and developmentresource at Salterforth in Lancashire,’ saysRobinson.

‘We have complete access to all thelatest R&D facilities in the US as well as acomprehensive network of informationexchange with other key Sealy licenseesaround the world.’

An example of this approach is the

In the small town of Sealy, Texas justoutside Houston, a cotton gin builderand operator by the name of DanielHaynes responded to a request from aneighbour and built a cotton-filledmattress in 1881.

The product was so well receivedthat Haynes began receiving more andmore requests from neighbours andrelatives. Encouraged by the response,he invented a machine thatcompressed cotton for use inmattresses and received a patent forhis invention in 1889.

Acceptance for the product grewbeyond the local area in Texas andbegan to be referred to by customersin other regions of the country as the‘mattress from Sealy’.

In 1906, Haynes sold all of hispatents and know-how to a Texascompany that took the name of Sealy.

The laboratory has four workstationsconfigured for mattress and pressuremapping pads that identify and measureuncomfortable pressure points in thebody that lead to tossing and turning atnight. In addition there are 20 devices tomonitor movement and help facilitate theanalysis of comfort.

‘The Center of Excellence is a majorstep in R&D and allows us to connect thequality of a mattress to quality of sleep ina very definitive way,’ says Dr AlanLetton, Sealy chief science officer.

‘Our pressure-mapping technique letsus develop a new methodology thatquantifies sleep quality, directly linking itto specific sleep surfaces. We will be ableto use this proprietary research to furtherdevelop and enhance our innovativesleep systems.’

The Center of Excellence was dedicatedto Dr Robert and Beverly Addison, inrecognition of Dr Addison’s contributionto the company. In the 1950s herecognised that heavy stress was placedon the lumbar region during sleep. Thisdiscovery shifted Sealy’s productdevelopment to create mattresses withback support.

‘The Center of Excellence also willstrengthen Sealy’s leadership position byallowing us to continue developing themost technologically advanced beds inthe industry and providing a forum forSealy to interact with leading medicalresearchers,’ explains Rogers.

Brand origins

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Tiles

After a decade of sourcing rare andunusual materials for stone and ceramicfloors, Alvaro Ziani de Ferranti hasopened a London showroom, DeFerranti.

Rather than exclusively concentratingon the architect and interior designmarkets, the showroom targets thedomestic sector – at a price. The motherof pearl mosaics, for example, cost£2,070 per sqm.

Using an ancient revived technique,

‘Extra special’ mother of pearl mosaics

De Ferranti has added designer NeishaCrosland’s patterns to his tiles made frommaterials including hard white Englishlimestone and aubergine volcanic stone.

Crosland has created a diversecollection of designs in the new StencilledStone collection. Inspiration has beendrawn from many areas, such as Cubanfloors, lino cut geometrics, lustrewareplates, and Flamenco dance costumes.

‘As a textile designer, a collaborationmade sense to me. I came across De

Ferranti while I was sourcing products formy house and I was amazed by thebeautiful selection of tiles,’ says Crosland.‘I enjoy putting pattern on to anythingand the lovely thing about tiles is thatthey have a natural repeat unit. It’sfascinating how the repeat conducts therhythm in a pattern.’

A second collection of patterns comesfrom designer-maker Rima Patel of Rima &McRae, the bespoke finishers with whomDe Ferranti has long worked.

DE FERRANTIDOMESTIC DECADENCEOperating at the luxury end of the floor tile market has allowed the use of unusual materials

50_51_tile_IMdec 28/11/08 14:15


Tiles

The Stencilled Stone collection

‘I think of these tiles as stone carpets,’says Patel. ‘The pattern flows across thetiles as if it’s been there for ages. Thefaded grandeur of worn-by-time textilesand rugs was our main inspiration, butwe’ve opted for geometrics and floralsthat are less constrained that the usualdesigns. Our patterns are very versatile –a pattern can be made out of a pattern.’

Both ranges have six designs and retailat £287.50 per sqm.

‘A new trend for the luxury end of the

flooring market is mother of pearl, oftenused in the interiors of super yachts, butnow increasingly used where roomschemes require that something extraspecial,’ says de Ferranti.

‘One of the most popular places to putit is the bathroom, but this exquisitelybeautiful surface can be used incloakrooms, bedrooms or any areaneeding a dazzling decorative feature.’

But there are ways to keep the costdown, says de Ferranti. ‘One highly

effective method is to incorporate motherof pearl into your flooring as an accent.Cabochons or linear borders give thatlook of decadence without costing asmuch as a solid veneer placed over anentire floor.’

Another new ‘stock’ product is AfricanBrown polished limestone. Available inpolished, honed or textured finishes, thecarboniferous limestone comes in shadesfrom light to dark brown and featuresfossil striations.

50_51_tile_IMdec 28/11/08 14:15


Preview

INTERIORS BIRMINGHAMALL CHANGEThe UK’s leading interiors exhibitionwill have a new look in January

Retailers are likely to be visiting parts ofthe NEC they have never seen beforefrom 18-21 January as they experienceInteriors Birmingham’s new look.

All the high end companies from acrossthe furniture and design interiors marketwill be found in halls 1 and 2 and thePavilion, creating high end classic andmodern destination halls. Halls 3, 4 and 5will house a mix of volume furniture,lighting will be located in hall 9 while softfurnishings and furnishing accessories arein hall 3.

Alstons’ Schooner is a taste of what will

Alstons’ Schooner

be on offer from the major bedroomfurniture manufacturer. Described as‘affordable elegance’ it is part of Alstons’Classic Collection and is finished in asubtle shade of American light oak.

Sweet Dreams will launch ranges ofbedsteads, bedroom cabinet and divanbeds as it celebrates its 21st anniversary.This year’s diversification into bedroomcabinet and upholstery, will be followedwith a move into living and dining with a large collection of modelsencompassing a plethora of styles,finishes and price points.

There will be a fresh collection ofbedsteads many, including Brando, withmatching bedroom cabinet.

In divans, the firm is ringing thechanges, introducing new models toalmost every collection. This is intendedto update the look of mattresses andbases.

Nathan Furniture has expanded itsstand to highlight the expansion of itsShades collection. It is being extendedwith a Living & Library range plus anumber of other additional living, diningand occasional models.

52_59NEW_Birmingham_IMdec 28/11/08 10:15

Manchester,

M34 3RU

Denton

Unit 3 Grey Street

Sales office 0161 320 2530

Freefax 0800 298 5002

[email protected]

www.rugswithflair.com

CHRISTMASSPECIALOFFER!

25% OFFMONTE CARLO ‘XX’ RANGE

While stocks last.Offer ends 31st December 2008. Please contact the sales office for more information:

53_IM_1208 27/11/08 12:12


Preview

Flatpack from Core Products

Upholstery from Lifestyle

DrawBox is the exclusiveUK distributor of InteriCADLite visualisation softwarethat allows traditionallydifficult products to visualisefrom a customer perspective,such as large expanses ofpatterned wallpaper, fabric,or even artworks, to beseen.

According to the firm ittakes 15 minutes to create photo-realisticrepresentations andanimated walkthroughs.

Everything is customisablefrom fabric and upholstery to

Shades will be on show alongside theClassic Teak range, which now comprises45 living and dining pieces.

Limelight Beds will debut the Cressidawhite panelled bedstead and matchingbedside cabinet, dresser and wardrobe.The bed retails at £120 for the doublemodel (140cm) and is also available inkingsize.

Five companies will form the Thaipavilion: synthetic and natural rattanfurniture firm Charoen Somprasong;leather upholstery manufacturersDiamond Sofa, Universal Sofa and SofaMaker, along with vase firm KoratSangsuwan Pottery.

Headboard and bedroom furnituremanufacturer Stuart Jones will belaunching a contemporary design storagebed with coordinating furniture includingtwo chairs, stool, ottoman and a two-seater sofa. There will also be a newrange of headboards on display.

Dan-Form’s new products will includethe Box table with Cube chairs in zebraveneer; upholstered chairs in black andwhite lacquer, white high gloss, oak andwalnut veneer; height adjustablebarstools in black and white lacquer andwalnut veneer and the Princess barstoolsin walnut veneer and black and whitestained ash.

Dan-Form’s Box table


CHOOSEYOUROWNSTYLE

Come to visit us at:NEC SHOWBirmingham18.21 January 2009hall 2 stand E34

cal l igar is. i t Calligaris - Italy [email protected]

55_IM_1208 1/12/08 10:24


Preview

floor and wall coverings while lightingeffects can be adjusted to account for the light conditions at different times of day.

Desser & Co will promote theenvironmental credentials of its rattanfurniture.

‘We can get a little geeky about ourrattan. We love the fact that our retailersknow the products entering their storesare sourced responsibly and sustainably,and that our customers are making a well informed and responsible choice,’says Mark Stewart, Desser & Co director.

‘Rattan is an ideal sustainablealternative to hardwoods, the perfectmaterial for creating high quality,contemporary and classic furniture.’

Ecologically it is a promising cropbecause rattan grows very fast – as much as 6m a year – in areas whichcannot support other land products. Itgrows in degraded forests and marginalsoil and can be introduced artificially in natural forests without disturbing

Rattan Furniture from Desser & Co

Limelight’s Cressida


Sarrington House, Suite 4,

39 High Street, Corby,

Northamptonshire NN17 1UU

Tel: 01536 260100

Fax: 01536 260102

www.austin-allaboutyourhome.com

See us at theINTERIORS SHOW

Hall 2 Stand F2

57_IM_1208 25/11/08 12:07

Preview


the existing structure and balance.‘The real beauty as far as conservation

issues are concerned is that rattan canonly grow among existing trees, so it canaccurately be claimed to encourage thepreservation of forests. It “hugs” the treesand saves them from the loggers’ axewithout disturbing the natural habitat,’explains Stewart.

Leather upholstery firm New TrendDesign will introduce three models:Kensington, Bello and Kiara.

James Hare will launch the Chinon Silksand Chinon Plains fabric collections.Inspired by the historic town of Chinon in the Vallee de la Vienne inFrance, Chinon Silks includes a palatialdamask, embroidered pineapple, subtlestripe and multicoloured spot.

Chinon Plains is the first range ofupholstery fabrics from the company,along with a new coordinating silkVienne plain. Both collections have beendesigned to work with the sophisticatedtonal palette of dupions for which JamesHare is known.

Core Products’ three flatpack divisionswill be showing at the event. Expo-Line

New Trend Design’s Kensington

will highlight its bedroom and upholsteryranges, Indoor Solutions its bedroom,beds, dining and occasional productsfeaturing dovetail joints and Tempus its elm, pine and ash collections. All three feature seven day delivery.

Next year is the 20th anniversary ofPinetum manufacturing in the UK and tocelebrate this the firm has planned asuccession of product launches.

‘Collections that will present newmarket opportunities through the use of

Create roomsets in 15 minutes with DrawBox



Preview

new materials and innovative designs,’says Dean Robbins, Pinetum md.

The latest launch is the Q2 bedroomrange.

‘This is one of the most excitingcollections of furniture that Pinetum haslaunched in its 20 year history, targetingcompetition from imports, copies andnew business.

‘We are of course conscious of currentmarket conditions and the need to price-point products with good margins,short lead times and zero stock holdingin order to ease cashflow and tradethrough these tough economicconditions and Q2 will deliver on allthese criteria,’ says Robbins.

With a mix of solid oak fascias and oakveneered sides, Q2 uses features such assplit drawer fronts that give theappearance of a plus two look but which when opened are one completedrawer with a fixed internal divider. This allows the design and style of Q2 tobe incorporated into all pieces offurniture no matter how large or small,and brings the added benefit of ease ofmanufacture and better pricing to theretailer.

The Gentleman’s Chest looks like astraightforward, eight-drawer chest, butpushing the left hand door and thespring-catch closure system will reveal asolid door behind with space to hangshirts, jackets and suits.

Sweet Dreams’ Lavender

Stuart Jones’ storage bed and coordinating furniture

Pinetum’s Q2 Gentleman’s chest



Preview

DOMOTEXHOLDING THE FLOORHanover will again be the placeto be for flooring retailers

The flooring world will descendon Hanover next month (17-20January) to see the key newproducts for 2009 at Domotex.

Some 1,350 companies willtake part, covering all productsectors: carpets/rugs (hand-made), woven carpets/area rugs(machine-made), textile andresilient floor coverings, fibres,yarns and textiles, wood andparquet flooring, laminate,natural stone, ceramic tiles andlaying skills, cleaning andapplication technologies.

The basic structure andlayout of the show has beenretained but hall 18 is now partof the hand-made carpet andrug section in halls 14 to 18.

Adding hall 18 will improveaccess to the machine-madecarpet exhibitors in halls 2 and3. The Nord 1 entrance has alsobeen redesigned to improveaccess.

As in previous years, theDomotex entrance ticket allowsfree transport on the city’spublic transport network forthe duration of the show.

The Floorforum section is ashowcase for the latest trendsin contemporary carpet designand floor coverings. Designedby Ulf Moritz, it will use products from 30exhibitors to demonstrate three trends:Structure with a focus on the natural,tactile quality of textured carpets bringingwarmth and feeling to any room withtheir subdued colours, restful patternsand their suitability for any setting.Colour is about using colour with zestand imagination: here colours arecombined to create innovative andfuturistic designs. Design makes the point

that creative flooring solutions are thefoundation of a properly coordinatedinterior design concept with a focus ondecorative and glamorous carpets.

Visitors will be able to vote for theirfavourite from the finalists of the 10Carpet Design Awards categories, whilethe world’s largest square Nain carpet,measuring 400sqm will also be on show.With 490,000 knots per sq m, the carpetwas knotted in one piece and took six

years to make. Some 2,250kgof wool, 300kg of natural silkand 1,280kg of cotton wentinto the delicate filigree motifs,the beige background and theartistic design of the centralmedallion.

Edel Telenzo Carpets willhighlight its expanding range ofcarpet qualities, thanks to itsinvestment in two tuftingmachines. The Brisbane 80/20twist, for example, will beavailable in 30z, 40oz and 50ozqualities for 2009.

Semi-worsted yarns with asubtle sheen are also beingintroduced to the rangefollowing the relaunch ofNature Wool with a semi-worsted yarn. Rembrandt is anew semi-worsted 100% woolquality with a slightly texturedlook in seven subtle colours:wicker, sandalwood, coffeebean, antique silk, latte, toastedcinnamon and cappuccino.

Balta Broadloom is launchinga large number of wool rangeswith more colour than everbefore. ‘It is our belief that aconsumer who is buying aquality wool carpet, is veryparticular when it comes downto choosing the right carpet

colour to match with the other interiorelements and therefore needs choice.Balta Broadloom has developed a flexibleproduction method to be able to answerto these needs,’ says Geert VandenBossche, Balta marketing manager.

‘New wool colours will be visible in themany loop pile ranges in different gaugessuch as Matisse, Milano and Monet or intextured loops such as Genova orBergerac, a tip sheared range with a

Lano’s Ultimo

60_63_domotex_IMdec 25/11/08 17:18

14 – 17. 1. 2009

connecting worldscompetence in interior textiles

[email protected]

61_IM_1208 1/12/08 09:18

striped pattern. The colour offer will alsobe widened in Balta’s Wool Velvet range.A new Wool Shaggy will complete thecollection, which Balta Broadloom willbring to the market in April.’

Balta is also bringing a lot more colourand different weight options in theStainsafe range, such as Favourite, asynthetic twist in three different weights(Select, Premium and Elite) and a widemarket orientated colour range.

Other coloured ranges include Carousoand Focus, while Tempo Tonic is atextured fine gauge loop pile in brightcolours. Passat, Sirocco and Mistral have amore speckled look.

Stainsafe Super Wiltax will be extendedwith the Pubs & Clubs collection. Thiseasy to clean wilton offers a range ofpatterns from trendy stripes, smallgeometric squares over tartans totraditional panel designs. Bella Africa is anew flatwoven collection in trendydesigns and with colours taken from theheart of Africa.

IVC will launch several Leolan ranges,as well as the recently acquired Domodesigns. ‘One of the highlights will be


Preview

the new Gripwood & Gripstone andWonderwood & Wondertile collections,’says Ortwin Top, IVC marketing manager.

‘This means lots of new designs:fashionable wood imitations and trendyceramics. These ultimate wood and tilecollections bring new combinations ofdifferent structures and fashionablecolours. For traditional as well as moderninteriors, it is a further step in bringingreal life designs closer to homes.’

As well as adding designs to its Domocollections, there is Lounge, a new range‘for modern living’.

Colour reference company Chromatonewill launch The Carbon Collection,offering 64 shades in earth tones.

The environment and 100% naturalcarpet yarns will take centre stage for theBritish Wool Marketing Board as ithighlights Shades of Nature.

‘We have already had enormousinterest in this collection of British breedand blended yarns. But we are seeing anextraordinary level of interest from theinternational market, which has taken theenvironmental agenda on with forceduring the past 18 months,’ says RichardPoole, BWMB European businessmanager.

The tufted carpet yarn collectionfeatures nine breed type yarns and threeblended yarns, all undyed. There aremore than 60 pure sheep breeds andmany half and cross-bred sheep in the UKand the natural variation in colour andtexture offers great natural scope to themanufacturer.

‘We know the eco trend is gainingpace, particularly in the commercialsector and the importance of developingproduct to meet stringent buyerspecifications that demand the productcontent and supply are verifiable andtransparent to eco scrutiny, is beingdriven forward rapidly,’ he says.

Wools of New Zealand will hold itsannual wool floorcoverings awards atDomotex. The Yarn Innovationcompetition will exhibit high-quality yarnstyles, translated by the Ilkley team intoinspirational new carpet products forboth cut pile and loop pile constructions.These diverse and fashionable yarnranges have been engineered by Woolsof New Zealand’s partner spinners fromItaly, Japan, New Zealand and the US.

Orgo by Karim Rashid

Although not exhibiting at Domotex,Parador is hosting its Paravision at-home show (8-18 January) inCoesfeld, two hours away fromHanover. The emphasis will be on itsLuxury Flooring Concepts strategy(Interiors Monthly, November).

The focus of the new product displaysis the Edition collection, which in theupper segment adds to the Classic andTrendtime assortments in the laminate,engineered wood and solid woodsector.

For the laminate Edition 1, Paradorcommissioned six internationallyacclaimed designers to develop laminatefloor decors. With two designs each andhaving been given unlimited creativescope, the international designers: Benvan Berkel, Konstantin Grcic, KarimRashid, Ora Ito, Matteo Thun and Jean-Marie Massaud helped to create theEdition E1 laminate collection. Edition 2features 11 in-house designs.

Designers take the floor

IVC’s Galerie

60_63_domotex_IMdec 25/11/08 17:18


Preview

British Wool’s Shades of Nature

Wools of New Zealand Edel Telenzo’s Rembrant

Carpet Innovation entries include awealth of international new ranges withemphasis not only on colour and texturebut also incorporating an increasing trendtowards pattern. There are awards forBest Carpet Collection 2009, with threesub-category awards for Best CarpetColour Range, Best Tufted Carpet andBest Woven Carpet.

An eclectic group of products will beon show in the Rug Design sector. Thenew creative direction towards ‘natural’,textured and sculpted products as well astraditional and ethnic pattern trendsreflect the versatility and beauty of NewZealand wool.

The 2010 Wools of New Zealand colourpalette and accompanying carpetcollection will be launched on the stand.

Highlights of Lano’s display will includewhat the company claims is the first 5mwide face-to-face woven wilton carpets,Arabica and Ceylon. Featuringcontemporary patterns and a neutralcolourbank, the 100% polypropyleneranges feature Lano’s 10-year stain-resistant warranty.

It will also present Intimi concept

carpets, taking predictions for futuretrends in colour, pattern and texture toinspire and indicate how carpet may lookin the future.

Lano will also unveil updates to its rugcollections. The stain-resistant Kamirarange has new colours while the Tivolirange of contemporary rugs has a newbrown colourway.

Van de Wiele will show Supershaggycarpets up to 70mm pile height. Jacquarddesigns combining different pile yarns intexture and yarn count result in Shaggycarpet with a rich pile structure.

Tapestry carpet woven on a newVTR33 in the Van de Wiele testdepartment will be on show. Tapestrycarpets combine jacquard ground effectand face-to-face jacquard cut pile. Newqualities are also displayed from theMAX91 for up to 16 pile colours, withoutincorporated pile yarn. High/low effectsare obtained by combining cut pilewoven areas and flat weave areas wherethe inner fillings are in chenille yarn.

Hand Look carpets are also woven in16 pile colours, without incorporatedpile.

60_63_domotex_IMdec 25/11/08 17:19


Buying groups

COMMON CAUSEUNITED WE STANDBy pooling their purchasing power, independent retailers remain in control while boosting margins

rebates. ‘Many of these ranges are theUK’s bestselling products in eachcategory, sourced from the UK’s leadingsuppliers at the lowest commercial pricesin the marketplace,’ he says. ‘With thegroup’s new rebate scheme puttingthousands of pounds into our members’ bank accounts, there has beena marked increase in the percentage ofgroup products sold compared with non-group products.’

Kipping says the group is activelyrecruiting members in most areas of theUK. ‘Our rebate scheme gives us an

For many independent retailers,membership of a buying group can bringbenefits that are vital to their success.

Not only do they benefit fromimproved buying terms and access toranges they may not be able to buyindependently, buying groups offer manyother services.

Own label ranges, marketingprogrammes, rebate schemes, businessand legal advice, credit card processingand training are among the servicesoffered. An often forgotten aspect is theopportunities to talk to other retailersabout issues, safe in the knowledge thatthey are not competitors.

So what has been happening at themain buying groups that are seeking newmembers?

MetroThe past year has seen majordevelopments at Metro.

The group now has a members onlywebsite that makes available all theresources a member might need. All price

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lists include a mark-up calculator so thatcustom retail price lists can be printed.There are product sheets for own labelranges showing specifications andcolours, plus group news, contacts andcurrent offers. A marketing catalogueenables members to order leaflets,brochures, displays and other POS.

Improved buying terms have beensecured and members benefit from thegroup’s rebate scheme.

David Kipping, Metro chief executivesays: ‘We have been careful not to diluteour own label products by introducingnew suppliers who compete directly withexisting suppliers. We have obtainedbetter terms through our policy ofbecoming more important to our core ofgroup suppliers, mostly those that havesupported the group for many years.’

More than 140 ranges qualify for

64_71_buy_IMdec 28/11/08 13:17

the ultimate in independent

Buying Power

You have the option of Central Purchasing facilities giving access to a wider range of products at competitive prices

There are so many benefits associated with Membership of SMG The National Carpet & Flooring Group. Here are just a few to whet your appetite...

You enjoy the best prices, permanent discounts and rebate schemes that are available from the leading Manufacturersand Suppliers within the Carpet, Flooring, Furniture and Bed Industries

Consumer Finance, Insurance and Training Arrangements

You have access to the unique SMG Business Support Helpline Service offering Free Legal, Accountancy & Personnel Advice

You receive regular newsletters, promotional material and an ongoing programme of promotional events

An exclusive online Retail Business System that provides electronic ordering and marketing information

Gain ‘New Business’ Opportunities including Insurance Replacement Introductions

You gain the peace of mind that the Group’s Negotiating Team have many years of Industry and Retail experience

You will be amongst 320 fellow retailers who share the desire to survive in an increasingly difficult and competitive market

Exclusive ‘Own Brand’ Collections of Carpets, Vinyls and Beds

Supporting the British Carpet & Flooring Industry

If you would like to know more about the most progressive retail support group in the UK Carpet and Flooring Industryplease contact SMG’s Director of Group Development, Tony Lavers on 0118 932 3832. Alternatively email [email protected]

Voted ‘Best Flooring Buying Group’

65_IM_1208 25/11/08 17:14

Maximise your profits, protectyour independence By GLENN HARDING

Flooring One has a name andreputation in the flooring industrythat is envied by many. A subsidiary of AssociatedIndependent Stores (AIS), thelargest voluntary non-food centralbuying and marketing organisationin the UK, Flooring One waslaunched, together with itspromising strapline, “when it comes to flooring …nobody does it better.”

Protecting independenceTogether with maximising members'profit potential, this is the fundamentalreason for Flooring One's existence, andfor its success.

Flooring One enables independent stores and specialist flooring retailers to benefit from a much enhanced level of buying power,professional marketing and administrationservices and access to exclusive ranges.

Flooring One offers a compendium ofservices from which its members can pick and choose according to theirindividual needs.

Maximum buying power, maximum profit potential Flooring One's collective buying powermeans that major carpet and flooringmanufacturers are keen to do businesswith them, and on some of the bestterms available. Annual rebates havebeen negotiated with suppliers and allmembers are able to benefit from these.Flooring One is much more than just abuying group. Flooring One's experiencedin-house team sources exclusive productsand develops own label brands to displayalongside manufacturers’ brands,precluding direct price comparison andconsequential profit reductions.

Many independents have requestedassistance with range planning.Flooring One's team can offer a corecollection, an 'instant' range plan, coveringa wide choice of styles, colours, fibres and,of course, prices. What's more, FlooringOne's merchandising team is constantly inthe field, ensuring that members' samples

have arrived on time, are properlydisplayed and ticketed, and that on theirregular visits all is well in-store. This is aservice that is highly valued by members.

Central Payment of Accounts offers majorbenefits to members and suppliers alike. Itoffers advantageous settlement discountsfor members. One direct debit payment toCENPAC settles all suppliers' invoices.Suppliers are guaranteed regular paymentsand administration is greatly reduced.

Start to grow your business

The team at Flooring One

AIS’s impressive Exhibition Centre and HQ in Solihull

In-store merchandising

Advertising feature

66-67_IM_1208 25/11/08 12:09

comprehensive, yet easy to understand,intructions. Members are able to createtheir own individual yet highlyprofessional advertisement campaigns.

In-store merchandising is vital to thesuccess of any retail operation and therange of units, displays and Point of Salematerial offered by Flooring One is quitesimply second-to-none.

A key area of marketing is the FlooringOne website, www.flooringone.co.uk.This outlines the choice and optionsavailable to consumers who visit aFlooring One store, and of course, where their nearest Flooring Onespecialist is located.

One of a kind?A rare and extremely valuable service isprovided by the Group’s e-procurementconsultant. He visits members to assessand advise on optimisation of theirservice costs such as insurance, heating,lighting, mobile 'phones, Internetprovision etc.. Members have saved over£1.4 million so far, with individual savings

of £12,568 on waste collection and over£6,000 on gas, telecoms and insurance. It couldn't be simpler to use - memberssimply fax in their invoices and insuranceschedules including renewal dates andcopies of current contracts.

So it's a comprehensive range ofservices on offer to Flooring Onemembers and all based on qualityIf there is a valuable service not yet onoffer, a mention to the Flooring One team will certainly elicit a response and,if practical, may result in another servicebeing added to those already offered.

And, no, I didn't forget what FlooringOne means to the consumer. FlooringOne members provide the best selectionof floorcoverings, for every lifestyle, atcompetitive prices, backed by specialist,in-store and fitting professionals - and that'sthanks to the quality of Flooring One'smembers and their staff.

Now, did I mention the staff trainingprogramme..?

Market information & statisticsFlooring One undertakes a national surveyon all aspects of fitting costs for flooringand keeps members informed of markettrends and fluctuations.

Interchange between members is activelyencouraged. The Flooring OneMembers.net is extremely active. Onerecent on-line members' forum, achievedover 100 'hits' in a matter of days.

The Flooring Show, held at AIS'sprestigious headquarters and ExhibitionCentre, in Solihull, is a key annual event.The Show offers members a valuableopportunity to meet each other,manufacturers, ancillary suppliers and, ofcourse, the entire Flooring One team.

Marketing support &merchandisingFrom their early days Flooring Oneidentified this as one area whereindependent retailers and small groupswere at a disadvantage. The creation andplacing of colour advertisements and the production of display material andmerchandising units, unique to theirindividual character or the products theysold was, quite simply, way beyond mostmembers' budgets. The solution wasdeveloped over a number of years. Nowmembers are provided annually with aFlooring One Marketing Manual.

This comprehensive package containseverything from finished colouradvertisements for seasonal campaigns,sales and product led promotions to a setof CDs. The pack and supporting discscontain advertisement formats, headlinesand photographs, together with

s now. Contact Glenn Harding on 0121 683 1427 or email [email protected]

FLOORING ONE is a trade mark of CCA Global Partners Inc and is under license.

When it comes to flooring...nobody does it betterTM

Members’ Marketing Manual

The annual Flooring Show

66-67_IM_1208 25/11/08 12:09


Buying groups

unparalleled advantage over the otherflooring buying groups. We feel that byadding further strong independentretailers, we can offer even greaterbenefits to all our members.’

The group produces dedicated displaysfor many ranges that are subsidised bythe group and its suppliers. It also offersa catalogued range of non-specificdisplays with Carpet 1st graphics. Metrohas an in-house marketing departmentwith full commercial printing facility,which produces graphics and headerboards for displays and POS. Themedposter and sale tickets are produced sixtimes a year.

‘Our support even extends to visitingmembers stores to give a report, andhelp in maximising sales. Customadvertisements for local press and radioas well as Yellow Pages are also available,’says Kipping.

The group expects to make majoronline progress in 2009 with plans todevelop a consumer website to drivebusiness to members. ‘In addition to agroup website, we plan to create anindividual website for each memberwhich will replicate the group websitebut give our members a customised

online store which they can promotewithin their local area. The website willhave the customary postcode finderfacility but will only return the nearestmember.’

ACGAt Associated Carpet Group membershipand sales have increased this year.

‘We have gained more than 50members in the past three years and thegroup continued to grow significantly in2008,’ says Richard Moore, ACGmembership executive. ‘This is testamentto the significant return on subscription,which is delivered to the member clearlyand simply with a minimal amount offuss.

‘Total sales have increased this yearvery positively, although in recent monthsbusiness has been more challenging dueto the downturn in the economy.

Certainly, the sales results are far betterthan the media would have you believe.’

The group has 16 preferred suppliersand continues to introduce more ownlabel products. ‘Total ranges equate to 43ranges from various suppliers. We are notobsessed with own label but we believea balance of own label and the value ofsupplier brands are both importantfactors to the mix.’

A new Smart Choice pattern book hasbeen introduced, along with improvedmarketing packs and stand options withrevised pricing and more exclusivity.

Pricing has also been improved onnon-Smart Choice collections along withsubsidies for displays.

Moore says the group will create andpresent new promotional activity that isdesigned to increase footfall and deliverincremental increased business to bothmembers and suppliers.

The group is exploring how to use theInternet to advertise its members andincrease footfall.

GreendaleThis year has seen Greendale’s alliancewith Flooring One with both groupssourcing ranges and jointly marketing

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‘The sales resultsare far better thanthe media wouldhave you believe’

64_71_buy_IMdec 28/11/08 13:18

www.carpet1st.co.uk

carpets e l e c t c o l l e c t i o n

st

"WE ARE SEEKING GOOD INDEPENDENT FLOORING RETAILERS IN YOUR AREA NOW"

Dedicated own label displaysProfessional retail promotions

email: [email protected]

EARN MORE SELLING POPULAR PRODUCTS

Mike Barber - Barbers Flooring

Stratford-on-Avon

Our exclusive rebate scheme substantially

rewards members retailing many of the

best-selling ranges in the UK - ranges

you are probably selling already

“ I EARNED OVER £4000

ADDITIONAL REBATE IN THE

LAST SIX MONTHS SELLING

THE BEST PRODUCTS IN THE

MARKETPLACE”

Metro Group. Metro House, 21 Chorley New Road, Bolton. BL1 4QR. Tel: (01204) 393539

The Metro Group is dedicated to helping independent

flooring retailers make more profit, whilst retaining their

independence.

We won't tell you how to run your business, because that’s

what you do best.

We use our £60 million buying power to negotiate the

sharpest prices on product, and a range of retail services

beneficial to you such as credit card handling.

We reward our members with the industry's most generous

rebate scheme for selling the most successful, best selling

ranges in the UK - ranges you will already be selling.

Find out more about how Metro can add to your bottom

line. We will treat your call with the strictest confidence.

69_IM_1208 28/11/08 14:32

Buying groups


them from Greendale’s Herefordwarehouse. The combined buying andmarketing resources of the two groupswith almost 350 quality carpet outletshas enabled the launch of two exclusiveranges of British made twists at verycompetitive prices.

According to Rob Harding, GreendaleCarpets chief executive, members havefared better than most this year.

‘Greendale members are mainly longestablished businesses with regularcustomers and high levels of loyalty.During 2008 older, more affluentconsumers who have most of the wealthin our country, have continued topurchase flooring, mainly high qualitycarpets from our members. This,supported by our extensive own labelcollections, is helping Greendalemembers successfully compete in thisdifficult trading environment and hasbeen reflected in our sales throughHereford. Our new exclusive ranges havestarted selling strongly and we expect thistrend to continue into 2009.’

Greendale has almost 150 carpetranges in its own label collection withmost stocked at Hereford. In 2008 morethan 30 ranges across all types and pricepoints were introduced or recoloured.The group produces exclusive brandedcollections of woven patterned saxoniesand naturals and has recently introduceda collection of polypropylene twistsmarketed under the group’s Staycleanbranding.

Two exclusive British heavyweight wooltwists have recently been added as aresult of the Flooring One alliance. In2009 more exclusive ranges will be addedso members have a wider range ofqualities and price points.

This year the group responded tomembers’ requests and has given upfront rebate payments in the form ofprice promotions on a large range ofproducts to ensure maximumcompetitiveness.

AISAIS has launched the Whatfurniture.co.ukwebsite that allows consumers to searchthe products on offer at the 319 stores ofits furniture members.

Consumers can search by product type, brand, style and retailer and

choose from thousands of products.Once consumers have found a

product, they are given details of thenearest retailer, including a map, openinghours and a link to the store’s website.

Flooring OneFrom its beginning Flooring One focusedon improving the marketing andmerchandising of its members.

Without a specialist design ormarketing department, independents hadto reply on their local newspapers toprepare their advertisements which canbe a hit and miss affair, or bear the costof an outside agency to produceattractive advertisements.

This has been solved by Flooring One’sMarketing Manual, which containsfinished advertisements and supportingimages for seasonal campaigns. Memberscan now also create examples ofadvertisements with a simple page layoutprogramme on the Flooring One website.

The website is also used by membersto exchange views through the members’forum section.

As well as its buying function, whichincludes rebates on certain ranges,Flooring One also offers planning servicesand its team of merchandisers ensuresmembers’ displays look the best.

As part of AIS, Flooring One can offermembers access to the Cenpac paymentsystem. This allows them to make onedirect debit payment to settle allsuppliers’ invoices while benefiting fromsettlement discounts.

The group organises an annualexhibition at the AIS showroom inSolihull.

SMGAccording to Chris Moffat, SMG chiefexecutive, its members have prospered inthe past year. ‘The group certainlyappears to be bucking the trend at thepresent time with many members

reporting very little downturn in sales.‘SMG members have performed

extremely well over the past 12 monthswith sales figures showing a markedimprovement over the previous year.’

Founded in 1968 by 12 independentcarpet and furniture retailers, the groupsoon established itself across the south ofEngland under the name of SouthernMarketing Group. By the mid 1970s,SMG had expanded nationwide and in1979, it changed its name to SMG TheNational Furnishing Group.

Initially, membership was mainlycomplete house furnishers, but with theproperty boom of the 1980s and thedemise of many independent furniturespecialists, there was a major change ofdirection which led to SMG becomingone of the strongest carpet and flooringgroups in the UK.

In 1989, the group moved to largerpremises which incorporates conferencefacilities, an artwork and graphics studio,showrooms, lecture theatre, meetingrooms, warehouse and modern offices.

‘SMG has rigorously maintained anddefended its long-standing philosophy ofworking closely with its approvedsuppliers in the belief that a strong andequally supportive partnershipautomatically brings the best benefits andrewards to the retail membership,’explains Moffat.

Due to this philosophy, SMG split intotwo separate divisions in the late 1990s,which led to the creation of SMG TheNational Carpet & Flooring Group. Thisenabled the furniture and the flooringdivisions to promote their approvedsuppliers autonomously and operateindependently within promotionalcalendars more suited to each sector.

Albeit a smaller sector in retailnumbers, the furniture and beds divisionremains strong and offers an additionalproduct portfolio to carpet and flooringmembers.

According to Moffat, the benefits ofbeing a member of a non-dictatorialindependent organisation such as SMGare numerous. The obvious advantagesare the additional discounts, preferentialprices, rebates and promotional activity. These benefits are negotiated on the basis that they are permanent and not only offered by suppliers

‘We intend tocontinue to support

Britishmanufacturers to

the hilt’

64_71_buy_IMdec 28/11/08 16:24


Buying groups

when the economic climate is difficult.The SMG ‘Approved Supplier’ portfolio

is predominantly British and includes themajority of the major brands within thecarpet and flooring industry. About 80%of the group’s carpet suppliers are CarpetFoundation manufacturing partners andSMG has built a strong workingrelationship with these companies.

The group’s central purchasing schemeguarantees payment to all supplierswithin seven working days. The schemeis operated on a ‘no mark-up’ basis andenables carpet retailers to purchaseproducts, including beds and furniture, athighly advantageous prices from supplierswith whom they do not hold a directaccount. The price offered to members isthe same as the price negotiated by SMG.Goods are shipped direct from themanufacturers concerned using theirtransport facilities, eliminating the hugeadditional costs associated with separatewarehousing and double handling.

Although most of the SMG productportfolio is promoted under themanufacturers’ main brand name, thegroup offers members a selection of ownbrand products under the County Crestlabel. This is more of a disguising tacticon particular popular ranges givingretailers the opportunity to promote aproduct in a different format and gain ahigher margin, says Moffat.

‘We pride ourself on offering acomplete retail support package andcurrently this includes consumer financepackages, preferential credit card rates,free information and advice from TheBSSA and The Flooring Guild, IT packagesand warranty and insurance referralschemes.

‘A group sponsored business supporthelpline service offers free professionaladvice on all legal, financial, managerial,personnel and consumer matters. Someretailers, who have experienced problemswith difficult employees and consumers,

claim that this service alone is worthmore than their annual SMG membershipfee,’ explains Moffat.

The strong business relationshipsforged with approved suppliers overmany years have brought advantages tothe group’s 380 members, both in levelsof extra special purchasing power and increating trading opportunities not alwaysavailable to non-members.

‘SMG does not intend to squanderthese benefits and is constantly reviewingthe future operating potential within itsown head office executive andmanagerial team. There are no plans tochange the proven marketing formulaand it is believed that this policy willstand the group in good stead for manyyears to come. Now in our 40th year, weintend to continue to support Britishmanufacturers to the hilt, but a watchfuleye is constantly focused on the wellestablished and recognised offshorethreats and opportunities.’

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64_71_buy_IMdec 28/11/08 13:20


Trends

IMM COLOGNEFOUR SQUAREIMM Cologne’s Trendboard hasestablished key trends for 2009

Extra muchSorry, but minimalism no longer worksand modest requirements are regrettablya false virtue. In an extreme phase, itsimply has to be more, more ofeverything and all the time, so we exploiteverything to the full. And this is far morethan we think.

We create artificial worlds and accessareas that have never seen mankindbefore. Revolutionary technologyfacilitates this. It has infiltrated our naturelike a virus. Bit by bit we are changinghabitual perspectives and ultimately ourentire lifestyle. Welcome to a new era.Colours: A blue-grey base is this year’sbackground colour, along with a broadspectrum of May green, bright orangeand yellow. Apricot and cream, a varietyof blues ranging from lavender to cyan,

copper and gold complement the look.Shapes: A uniform look is indiscerniblebecause of the vastly different approachesadopted, ranging from conventional toexperimental, from technical to organic.Some designs are down to the materialor manufacturing technique used.Materials: New materials andtechnologies dominate. Technicalsynthetics, previously unused in furniture,are making inroads. New perspectives areopening up for familiar materials such asaluminium and Plexiglas, due toinnovative processing techniques.

To the limit: The search for new and ground-

breaking materials, designs and structures drives

us. A design is only good if the creator has given

his all.

Juxtaposition: We follow two options

simultaneously but still arrive at the same result.

Our second life is a parallel universe, which looks

damnably like the first one.

Virus attacks (right): Our product world is

open to attack. Each piece of furniture serves as

a host for our design viruses thus setting an

irretrievable but incredibly inspiring

transformation process in motion.

Trash luxe: We are recyclers of industrial waste,

infiltrating it with plenty of feeling. The new

luxury is out there on the street, all you have to

do is collect it.

72_74_cologne_IMnov 26/11/08 19:32


Trends

Near and farIn nature we see a system, which appearsto follow a perfect design – a system ofunbelievable complexity, which onlyworks due to its focus on the essentials –on self-maintenance. It is able to actentirely self-sufficiently, nothing happensneedlessly, no movement is carelesslyundertaken, no form created unless aneed exists.

The whole is what interests us and weare aware that the whole represents thesum of the detail, after all everything isinterrelated – near and far, micro- andmacro-structures. And this is exactly howwe aim to design – as accomplices ofnature – the grand system designer.

Colours: A warm grey sets the tone. Like a true companion, white with a hintof beige puts in an appearance. Pink, green and blue provide colouraccentuation.Shapes: Delicacy is the trump card. Light,transparent structures appear morefrequently. Table and chair legs aregraceful. Seats and set-down surfaces arenarrow.Materials: Natural materials such asseagrass and bamboo are stronglyrepresented. Where synthetics are used,they often feature conventional finishesincluding woven or veneered. Often thisresults, intentionally, in an incongruenceof materials and workmanship.

Teepee cultureWe have broken free of the urban jungle.Where shall we pitch our tent tonight?Somewhere we like, with animals toserenade us to sleep and where we canwake up and experience the worldaround us differently – a real world wecan touch and which exudes wellbeing.Out here, everything makes sensebecause nothing seems false or artificial.Everything has its place and an internalorder. Every detail has a meaning. It’s aSelf-sufficiency: Our products need to be self-

sufficient, efficient and self-satisfying. This gives

them autonomy and character and consequently

makes them independent and incredibly desirable.

Ephemeral appearance: Everything we create is

transitory so why not base design on this

premise? Longevity is the potential to build

modifications into the design. Design becomes an

accessible system to be modified to suit our

needs.

High low: Simple materials meet high-tech

structures and vice versa. The thrill lies in

combining opposites. What counts in design is

efficiency – we weigh up expenditure and income.

Natural systems: Recycling was just the

beginning. Sustainability, on the other hand, is

another issue. How can nature help us with

design and production? The answer – we

need to think systematically in everything

we do.

From deco to eco: For a long time, surfaces

have provided the playing fields for our

relationship with nature. That’s over now. We

need to get to the heart of things if we are to

improve the world.

Real experience: What counts is real life, one

with traces of functionality. We long for a new

texture, a world we can touch, with cracks and

scratches, edges and corners.

72_74_cologne_IMnov 26/11/08 19:32


Trends

Re-run timeHas everything been here before?Unfortunately not. But it would be greatif everything were so perfect it would besafe to believe it had been here before.

Our credo is constancy instead ofchange, self-evidence instead oforiginality. Reality looks different, but wecan change it. Designers concernthemselves with the commonplace,upgrading it to a level that does justice toits importance. With polishing andupdating we can reuse an everydayobject. It’s so perfect we ungrudginglyhave to admit it has earned it.Colours: The main colour is established

perfect world. Nothing disrupts, pureself-certainty blows through everything.Colours: Deep red with a tinge of orangedominates. This base colour is partneredby a palette of rich greens and browns,with ochre, blue and pale cream accents.Shapes: The dominant geometric designis the circle, often combined with fauna-based souvenirs. The look is defined bylamps with protrusions like octopustentacles and tables with claw feet.Materials: Paper plays a supporting rolein the true sense of the word. Shredded,recycled and processed, it symbolises theresponsible use of resources in an almosticonic way. Generally, discarded,recyclablematerials are increasingly used.

Comforting values: Opposites attract, creating

unimaginable experiences of form and space. We

feel good in this world. This creates a new

harmony of objects that pamper us emotionally.

Meaningful themes: We believe everything has a

meaning. There’s no such thing as a faceless chair,

bed or table but behind everyday objects lies the

designer’s burden of responsibility.

Saving the planet in style: We know we can

design sustainable products but we understand

sustainability primarily as a question of aesthetics.

A good design shouldn’t wear out aesthetically.

Pure form (right): We get closer to the truth

when we pare down to the essential, for

ultimately we need to think about the future.

Material? What remains is form.

Sublime: What is simple is not ordinary – just

simple. It is to be celebrated, refined and

enhanced until its true value is recognised.

Memory: Memory is the main element in our

work. It is where our designs come from and

what gives them their distinctive identity, enabling

them to become an integral part of our lives.

beige. This is supplemented with red,brown and alternative shades of beige.Dark blue, green and silver ensure variety.Shapes: Clear, traditional forms set thetone; forms, seemingly self-evident fordecades. Modifications in proportion andsize are apparent only at second glance.Materials: Reliability and recollection playa decisive role in the use of materials, thefocus being on natural materials such asleather, horsehair, silk, wax and wood.

72_74_cologne_IMnov 26/11/08 19:33

75_IM_1208 1/12/08 11:15


Trends

HEIMTEXTILSURPRISING SOLUTIONThe latest Heimtextil Trends Book reveals six key trends for 2009/10

Uncertainty is knocking on our door. The old-world methodologies reach theirlimits in offering us the aspired level of comfort. So do we run and duck forcover? Or do we reach for meaningful alternatives and set different standardswhen it comes to design? True change can only start with the elementary basics,so designers have to change direction to twist our fate and assemble a surprisekit of novel tricks and experimental tools. Dream up a new and surreal tomorrowby mixing everything that didn’t match. Science and design join forces, jugglingtradition as well as new technologies and battle through their test phase, to findsolutions in relevant design. Go beyond imagination: expect the unexpected.

Bewitched and bewildered by mythicalfurry and feathery forest creatures, craftyartisans copy real and imaginary flora andfauna with stolen technologies for thesecret creation of a patiently eroding buteverlasting neo-natural ecosystem. Themystical aspects of nature are re-explored

to mimic man-made animal skin, hair, furand feathers. Organic surfaces such asmoss and bark inspire natural textureswith eroded, weathered and frozenqualities. Combined with vintage andrecycled fabrics in hybrids of nature, craftand technology.

Colours: Slightly faded and worn out in arange of leafy greens and muddy brown,with touches of worn saffron yellow anda tempered turquoise in vintage, organicand hybrid materials. Combined withflora and fauna prints and mimicry for aneo-natural mood.

Loose threads:

Floating yarns and

threads in hand-

crafted fabrics for

a modern rustic

and artisan

approach to

creation as well as

recycling.

Witchcraft

Illusionist High technologies for featherweightpadding, layering and folding create anillusion of mass and bulk. Play hide andseek behind delicately woven drapes andmove around freely in layers of breezymillefeuilles and soft, structured folds fora natural human beauty. A sculpturedvolume: stretch, morph and bend anatural human beauty into surrealshapes. A mood that requires light, airand flexibility. From padded furnitureresembling bodily extensions and open-worked, transparent curtains and blindsto layered and morphing materials forsoft furnishings, things are never quitewhat they seem. Colours: Sensual powder tones are usedin floating transparencies or open-workedtextures. Milk and cream whites and skintones mix with ultra-light mint and coolpurple in delicate organza, tactile velvetor paper touch materials for soft andsoapy dreams.

Floating featherweight: Transparent organzas,

open-worked structures and textured materials in

floating yarns create ultra-lightweight, subtle

screens to hide behind. Organic, knitted shapes,

delicate filmy layers as well as paper touch and

crinkled, crushed materials are moulded and

folded into new dimensions.

76_79_Heimtextil_IMdec 26/11/08 19:20

or launching new products. Belfield and CEVA Logistics started

working together in July delivering up to100 orders a week to Belfield’s newclient’s customers. Once the sale hasbeen made, the CEVA Logistics callcentre contacts customers to arrange adelivery day and Belfield makes the bedto order.

‘So there is no need for largewarehouses for stockholding andeverything we make is sold immediatelywith this system,’ says Willis. He adds itis obvious that the relationship is workingwell. ‘I am not getting any complaintsfrom our client or their customers – andthat is an amazingly good sign!’

Belfield is now approaching other retailcustomers, including many it alreadysells beds to, to offer home delivery aspart of its service. Its sister companyWestbridge Furniture Designs is alsolooking at offering a home deliveryservice to its retail customers.

The Belfield Group is one of Europe’slargest and most successful upholsteredfurniture, bedding, curtains and softfurnishings suppliers and works withsome of the UK’s leading high streetretailers.

‘We are an ambitious company, dealingwith demanding customers in a highlycompetitive environment. Working inpartnership with CEVA allows us tostrengthen our relationship with existingcustomers and expand our business intonew markets,’ says Willis.www.belfieldfurnishings.comwww.cevalogistics.co.uk


SHARINGSHARING THETHE BENEFITSBENEFITS

range of logistics services fromworldwide supply chain solutions toinnovative bulk packaging systems.

‘We called it in and were impressedwith the level of professionalism rightfrom the start,’ says Willis. ‘They had theinfrastructure in place – the depots, thecall centre, the vehicles and the ITsystems. I felt confident I couldguarantee our client the high level ofservice they demanded for theircustomers.’

Equally importantly, CEVA Logisticswas offering a competitive price. ‘Wework in a very tough market with a lot ofcompetition so we have to have partnerswho understand how to give us the bestpossible value for money,’ he says.

For Belfield, as for many othercompanies, one of the keys to goodvalue is flexibility – paying only for theservices you use. The fact that CEVAoperates many of its home deliveryservices on a shared user basis delivershuge advantages for its customers.

Jon Evans, CEVA Logistics senior GM,business development explains:‘Customers do not have to commit to theexpense of their own dedicatedwarehouses, call centre, vehicles andstaff. With the shared user structure,customers get the benefits of theprofessionalism and expertise of a largelogistics company without having toguarantee large volumes.’

CEVA finds that this flexibility isespecially attractive to those companiesentering new markets – either expanding their geographical coverage

When a major soft furnishings retailerdecided to expand its business intoselling beds, it realised that building, oreven leasing, a large warehouse to stockthousands of beds was not a cost-effective option.

So, when potential bed supplierstendered for business, they were toldthat their service needed to includedelivery to the home of the endcustomer.

For David Willis, Belfield Furnishingssales and marketing director (Retail BedsDivision), his experience of home deliveryservices was somewhat mixed.

‘We were not set up for homedeliveries at Belfield at the time we weretalking with this new potential newcustomer, but in a previous life, we didoffer this service using third partycontractors. The business did not fullycapitalise on the benefits of this as it wasdifficult to find someone to cover thewhole of the UK. Contractors would formalliances with other transport companies– and the quality of service variedenormously.

‘This system was not at allsophisticated, there was no real visibilityof deliveries – and we could neverguarantee to meet the standards theretailer demanded.’

There was no question that Belfieldwould try to undertake the deliveriesitself. ‘We are in the business ofmanufacturing beds, not logistics,’ Willissays.

So he did some research – and foundthe name CEVA Logistics kept croppingup. ‘To be honest I had never heard ofthem, although I did know its old nameof TNT Logistics. But everyone had goodthings to say, and when you look at theirlist of customers, you know they must bedoing something right.’

CEVA Logistics operates a range ofhome delivery services for customersincluding Tesco Direct and B&Q. Thecompany is a merger of the TNTLogistics and international freightforwarder EGL, and it offers the complete

Ceva p77 28/11/08 18:08


Trends

Enchanted The artist’s sketchbook of flash fantasieshas been torn up and stuck togetheragain. A playmania of bold and brashcolour explosions, free-painting a wackyworld with a sprinkle of anar-chic tosmooth over the crazy edges. A fantasyworld of plastic, bubble and pop comesto life through a fascinating and playfulconcoction of art, science andtechnology, going far beyond the rangeof normal human imagination. A comicchaos where all the rules are cast asideand bad taste no longer exists. Colours: Whitened brights are coveredwith an artificial sheen. Light blue, freshsalmon pink, luminous yellow andluscious lilac splash around in free-paintspatters or merge in rainbow blurs onsuper-synthetics. Mixed with eccentricgraphics for a modernist upbeat flavour.

AlchemistDissecting the structures of metals and minerals,architects of alchemy recalculate the laws of nature.Catching the light from every angle and curve forsharp shimmers and sheens to add new dimensionsto an intriguingly sculptured surreality.

Continuously intrigued by the sharp edges andseductive shimmer of metals and stones with extradimensions to new shapes. In every angle, facet andcurve, sculptural aspects rely on architecturalinfluences. Playing a mathematical game with opticalillusions builds a solid, but surreal construction. Colours: From cool light grey to deeper charcoalinto dark navy and black in metallic printing onheavy, functional and rational fabrics like strong lace,noble tweeds and felt. A severe and strict range inpolished, matte or shimmering metallic surfaces,emphasises a rigorous and masculine mood.

Sensual structures: Strong lace and openwork structures go for full dramatic effect using the beauty of

sharp, laser cut technology and rhythmic, ornamental patterns.

Rigorous geometry: Repetition of

strict lines and cubist shapes creates

masculine and graphic patterns,

layering and alternating between

matt and shiny materials.

Time traveller Travelling through time opens up a raretreasure chest where every second ischerished for the creation of a culturalheritage. From medieval mystique andArt Deco to old majestics, the stage is setfor drama. Only the finest treasures arekept and covered in patina or shiny newcoatings, embellished or embroidered, toset the stage for our reclaimed culturalheritage. Cherishing decorative art andembracing detailing for ultimate luxury. Colours: Sumptuous and striking withrich jewel-tones like emerald and peridotgreen, dusky sapphire and magenta.Royal blue and gold add depth andluxury. Combined with sparkle in beadedembroideries, sophisticated fabrics andrare materials for historic glory.

Fabric fantasia: Super-synthetics pay a surprise

visit in luminous varieties from metallic shines to

phosphorous effects and shiny plastics.



Trends

Multimismatch:

An extravagant

mix of cultures is

expressed in

colourful, extra

large weaving,

ethnic prints and

tribal patterns, in

new hybrids of

green technology

and traditional

handcraft.

Colour burst: Fresh and fierce colour effects in a kaleidoscopic explosion of

sharp graphics, mad free painting and surreal shapes.

Fortune tellerThe all-seeing eye tells of fortune and fame found in chaosand eccentricity. In a world where all cultures collide andyesterday spills into tomorrow, the vagabond, bohemian andfree spirit rule. Eco and ethnic folks break all the rules andcreate a rainbow of new ethics and traditions.

The bizarre and eccentric with a twist. For a bohemian andfree-spirited collage of recycled patterns and arty-craftytechniques, mixing up folklore from all over the world. Trashand tribal influences are digitally revamped and transferredon to a manic canvas. Escape and chase the rainbow. Colours: Vibrant and pastel pink, stubborn red, deep purpleand burnt orange in an optimistic pattern and bold colourclash. Mixed with multicolour weaving and green-techmaterials, traditional prints and embroideries, inspired byethnic and folk culture around the globe.

Deco graphics:

Art Deco and

cravat-inspired

graphic patterns

in smooth silks are

given an added

sparkle in jewel-

like shades and

new structure in

refined open-

worked materials.

Ornamental

opulence: Furs

and feathers are

combined with

rich, nature-

inspired prints and

woven patterns in

a rediscovered Art

Nouveau. Rich

and sophisticated,

heavy and vintage

fabrics add a

touch of drama.


80_IM_1208 28/11/08 14:47

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Final polish

Green winnerLondon furniture retailer Chestof Drawers has been hailed asEnvironmental Business of theYear at the London 2008Environment Awards.

All the store’s productscarry labels explaining theenvironmental impact of theirproduction and shipping.

Owners Kim Corbett andMark Higham developed thescheme three years ago.

Going clubbingFor the many golf loversamong you, the FTBA has setthe dates for next year’sregional golf tournaments.

The series tees off on 6 Mayat Faversham Golf Club,followed by KidderminsterGolf Club on 12-23 May. Thisis followed by the Sand MoorGolf Club on 17 June. On 19June, Bury St Edmunds GolfClub takes centre stage asindustry hopefuls battle it outfor a place in the nationalchampionships. From thereit’s on to Launceston GolfClub on 24 June. CatterickGolf Course hosts the nextinstalment on 12 August;followed by Fairhaven GolfClub on 2 September; and onto Olten Golf Club two dayslater on 4 September.

The grand final is at TheBelfry on 17 September,where the winner of thenational event will be

But, the closure will not endthe family’s connection withcarpet retailing. Stephen plansto carry on in the industrywhile his brothers James andIan both have stores in thearea, as does his son David.Another son Paul is, youguessed it, a carpet fitter.

Bargain hunters It may not have been the startof the Harrods sale, but itserves as an indicator of ourtimes. The opening of theBritish Heart Foundation’slatest furniture and electricalstore in York – the charity’s51st – saw shoppers queueingoutside for an hour before itopened.

‘It’s been fantastic – we hada queue all the way down thestreet,’ says Barry Greenstreet,area manager. ‘This morninghas been choc-a-block. Wealways expect to have a goodqueue, but this was the fulllength of the street.’

Flood rescueIf we had a good deed award,it would go to David Hick,owner of Morpeth furniturerestoration company Town &Country. Hick expects a surgein custom in the next fewmonths as flood victims try tosave their valuable furniture.

But, he feels bad aboutmaking money from thesituation so he has calculated

the anticipated profit marginfrom the extra work and givenan equivalent amount to theMorpeth Flood VictimsAppeal.

‘While I am pleased to helpthese people and accept theirgratitude for recovering theirtreasured possessions, the lastthing I want to do is profitfrom their misfortune,’ hesays.

Kidderminster heroesFresh from the news of thecarpet museum (InteriorsMonthly, November),Kidderminster has furtherrecognised its flooringheritage. A plaque has beenerected celebrating theinnovations of John Pearsalland John Broom.

‘Here from c1749, JohnPearsall and John Broombased their partnership.Pearsall is regarded as thefounder of the industry in1735 when he wove the first“Kidderminster Carpet”,’ readsthe plaque.

‘Named after the town, thecarpet was a flat reversibleweave with a pattern on bothsides, last woven in the townin 1932.

‘The story goes that Broombrought the secrets of“Brussels” weaving to thetown, and the first pile carpetwas woven by Pearsall andBroom on Mount Skipet.’

announced at the annualchampionship dinner.

Floating carpetWhere generations of Barrowshoppers once went to seecarpets, they will soon seeboats instead. Stephen WardCarpets’ store is to bedemolished to make way forthe Waterfront Masterplandevelopment of 650 homes, ahotel, restaurants, shops and amarina.

The business was started byLesley Ward shortly after theSecond World War and hasbeen run buy his son Stephenand his wife Sheila for morethan 40 years. ‘There havebeen a lot of people whohave been very kind, comingin and saying it is very sadthat we are going after allthose years,’ says Sheila.

Get in the swing with the FTBA

February 2009

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InnerCoverSpread_IM_1208 26/11/08 16:15 Page 1





Relaxsan mattresses sell steadily, again

and again. That's because shrewd customers

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quality and orthopedic comfort they trust. It's a

loyalty built up over many years and many sales - not

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We introduced the process of vacuum-packing a quality

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Mattress we sold in 1998 are still going

strong under their original warranties.

In times like these it’s comforting for our

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CoverSpread_IM_1208 26/11/08 16:07 Page 1

interiors monthly december 2008

Documents

r p e t s f u r n

t u r e r u g s b e

s t e r y v

t e u p h o

sealythe biggest bed

original relaxsan mattress

interiors monthlyeditor

flooring advertising