Revamped product development has brought further success.
The Shire Bed Company, established in 1997, is an A-rated NBF manufacturer and winner of major industry awards including NBF Product of the Year.
In May last year, Shire Beds made a strategic move to disrupt the market in the traditional mattress sector. It appointed Stuart Hibbert as coo and embarked upon a period of growth and transformation. In less than a year the company has increased its market share and has a greater presence on the high street, a major aim of the strategic changes it put into place.
By focusing on innovation and analysing market trends, Shire Beds developed products that have expanded its presence in the traditional handcrafted mattress sector.
Shire Beds’ offering of own-label branded options for retailers ensures retailer protection and a higher return on their margins. In an increasingly competitive market, high street retailers have particularly welcomed this option. Shire Beds’ product offering has also
seen a radical transformation. It now has a greater offering of quality hand side-stitched mattresses. The highly successful Capri and Ravello ranges are all traditional hand side-stitched pocketsprung tufted mattresses. With comfort layers designed for firm support in Capri and medium soft support in Ravello, the wide offering covers a range of comfort requirements.
Capri and Ravello are available in matching or contrasting tape edging. Spring counts range from 1,000 to 9,000. Natural wool, silk and cashmere fillings come as standard in all options above the 1,000. The Pillowtop versions are available in 3,000, 5,000 and 7,000 spring counts, making these the ultimate luxury option in the hand side-stitched range.
Shire Beds has a product offering that is one of the most varied in specification and price points in the industry. It includes the latest Como and Milan collections. Como is a tufted pocketsprung range, while Milan has two rows of hand side-stitching on the border, with a micro-quilted top panel enhanced by wool, silk, cashmere and cotton to offer a more contemporary look to that of traditional tufted mattress. This range is available with a 1,500 and 3,000 pocket spring option.
Shire Beds saw success at the Bed Show with its encapsulated pillowtop Sona and micro-quilted Zen ranges.
The Artisan range, which includes the bestseller Picasso encapsulated gel memory pocket, continues to perform. The development of all these ranges has been meticulous. The differentiation of feels was achieved through regular testing and market feedback, so when the latest products were launched they were an immediate success.
‘We have achieved growth through innovation and product development. Stuart has been instrumental in this area. By working closely with director Sajid Butt we have developed some real winners,’ says Fara Butt, Shire Beds director.
‘The January Furniture Show will see The Shire Bed Company unveil further products, including a new range of quality mattresses as well as trend-led headboards, divans and ottomans. With a commitment to sustainable manufacturing the new products will be ground-breaking in this area.’
