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 and Best of British.
In a difficult economic climate for the industry, Shire Beds took the bold step and embarked on a period of growth and transformation. In the last 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 focussing on innovation and analysing market trends, The Shire Bed Company 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 higher return on their margins. In an increasingly competitive market, the High Street retailers have particularly welcomed this option. In the current economic climate, customers are much more aware of their financial spend and thus more discerning in their choices. Thus, value for money is key for both retailers and their customers.
Shire Beds product offering has also seen a radical transformation. It now has greater offering of high-quality hand side stitched mattresses. The highly successful Capri and Ravello ranges are all traditional hand side stitched pocket sprung tufted mattresses. With comfort layers designed for firm support in The Capri and medium soft support in the Ravello, the wide offering ensuring there is something there for a range of comfort requirements.
The Capri and Ravello are available in matching or contrasting tape edging. Spring counts range from 1000 to 9000. Natural wool, silk and cashmere fillings come as standard in all options above the 1000. The Pillowtop versions are available in 3000, 5000 and 7000 spring counts making these the ultimate luxury option in the hand side stitched range.
Two further ranges introduced include the Como which is a tufted pocket sprung range and The Milan, a hand sidestitched pocket sprung which was developed as a response to the quilted market requirements and comes in a 1500 or 3000 pocket spring count option. With successes at the NBF show in the encapsulated pillow top Sona and micro quilted Zen, Shire Beds have a product offering that is one of the most varied in specification and price points in the industry.
The development of all these ranges has been meticulous. The differentiation of feels was achieved through regular testing and market feedback so when the products were launched, they were an immediate success.
“We have achieved growth through innovation and product development. The new sales team in collaboration with Stuart Hibbert has been instrumental in developing some winning products.” said Sales Director Fara Butt.
The Bed Show will see The Shire Bed Company unveil further products. It will launch a new range of quality mattresses as well as trend led headboards, divans and ottomans. With a commitment to sustainable manufacturing from the company its new products will be groundbreaking in this area.
