Paul Ainley on how Whitemeadow is captivating trend-conscious consumers
‘Renowned for innovative designs and commercial flair, we have a clever knack for infusing style into every sofa we showcase. Whether it’s a neat, high-leg sofa with a contemporary silhouette for a young couple’s first apartment or an ultra-deep and spacious corner group for the modern family, there’s an effortless touch of style with a clear sense of trend direction behind each range delivered by Whitemeadow,’ says Paul Ainley, Whitemeadow design director.
A deep understanding of both interior trends and consumer behaviours paves a clear pathway for the upholstery manufacturer’s new releases. There’s a strong sense of purpose and target customer behind each successful sofa range: a refined approach taken with the objective of making retailers’ lives easier.
‘Conscious we’re living in a world where our customers are innately online and switched on to the latest trends, we recognise their desire to be a part of them. That’s where the design powerhouse excels, offering customers access to trend-led sofas at a commercial price point.
‘The challenge can often present itself from a manufacturing perspective when it comes to combining these trend-leading design aspects with comfort and practicality. That’s where Whitemeadow’s experience as a UK-leading sofa manufacturer comes into play. Decades of in-house design and manufacturing expertise gives us the prowess to pull off innovative designs that not only speak to the needs of retailers but also provide ultimate comfort to the customer. The design powerhouse successfully combines these vital elements to offer customers the best of both worlds.
‘Delivering a product that customers are looking for from an aesthetics perspective whilst remaining liveable and comfortable is a balancing act, one on which we never compromise. It’s a testament to our journey within the furniture industry as we celebrate our 30th anniversary this year.
‘Comfort is key, and it’s at the heart of everything that passes through our design studio. Our design innovation is driven by our mission to deliver ultimate comfort for every living room.’
JFS saw it showcase its new approach to releasing collections. Each sofa range is launched as part of a style category, which represents a carefully considered customer, design trend and colour palette.
‘There’s a true commitment here to provide retailers with more than just a sofa, we’re offering a more considered product that’s not only driven by innovation and design but backed by consumer behaviour, trend forecasting and decades of industry knowledge.’
