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Champions come to the fore


NBF Premier packMore than 170 stores have signed up to the National Bed Federation’s newly launched Retail Champions scheme.

Less than a fortnight after launch 172 retail outlets have applied to join the initiative which aims to promote the benefits of buying NBF approved British and Irish made beds to consumers.

It is particularly focused on raising awareness among consumers of the rigorous and independent testing carried out on NBF members to ensure their products are reputable and made to the correct standards. There are two levels of recognition: Retail Champion stores must source at least half of beds made by NBF members. Those which sell only NBF member beds will be awarded Premier Retail Champion status.

‘We’ve had a great response from all parts of the country with a well spread representation from England, Ireland, Wales and Scotland and some 80 stores qualifying as Premier Champions,’ says Simon Williams, NBF marketing and membership manager.

‘The new initiative replaces our Retail Supporters scheme which covered some 250 shops around the country, and we are delighted that so many stores have embraced it so positively and so quickly. We expect many more to join us at a time when offering added reassurance to consumers has never been more important.”

The new scheme is supported by a dynamic postcode search listing on the NBF website which attracts up to 50,000 visitors a month. For many consumers this represents a first step in their bed-buying journey and the website now directs them to their nearest Retail Champion.

Qualifying stores receive an automatic website listing (free for the remainder of the year) along with a digital file with logos and images to use on their websites and social media campaigns. Also included in the package is a full POS pack which includes two window vinyls, and a large, double-sided hanging board, flagging the store’s status as either a Premier or Retail Champion. In addition, generic tent cards explain to the consumer why they should buy NBF Approved beds. Each pack also contains 20 swing tickets which can be attached to NBF member beds in the stores plus 20 adhesive labels.