The Shire Beds brand has seen a significant boost since it became a white label high street manufacturing partner.
Whilst the economy was still reeling from ‘Cost of Living Crisis’, Shire Brands took the bold and brave decision to change the company’s strategy and direction.
The transformative effect of a new team, new products, new customers has had a positive measurable impact twelve months on from the changes. In addition, focussing on own branding for many of its existing and new customers has seen an increase in its own brand recognition.
Innovation is the Key to its Success
In May 2023, Shire Beds made a strategic move to disrupt the market in the traditional hand side stitched mattress sector. Working with the industry expert, Stuart Hibbert, the company has increased its market share and has a greater presence on the high street.
By analysing market trends, it focussed on innovation and developed products that have expanded its presence in the traditional handcrafted mattress sector. With hand side stitched products being the preserve of a few, it realised a gap in the market to offer this more widely. Furthermore, it was able to offer this under the customers own label and branding.
Own branding required Innovation at several points: everything in the process had the option of being personalised to each retailer to allow protection of IP and give an exclusive own brand product to retailers. The opportunities of margin and personalisation have been seized by retailers. Own branding is now offered to nearly 100 retailers and growing.
The ability for Shire Beds to innovate and put in structural and organisational changes to enable this has been key to the success of the own brand policy.
The Capri and Ravello brands have been developed further. Additional models are offered with higher spring counts, pillow top and zip and link options. The new Solitude collection is a natural high spring pocket collection that has been a hit.
The development of 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.
Shire Beds also invested heavily in upskilling its workforce to become one of the leading hand side stitched manufacturers.
With one of the best sales forces in the industry Shire Beds created a seamless sales journey: from product selection, delivery and after service. A retailer visits programme has seen the best use of the quality showroom.
With extended and no quibble returns guarantee there is greater confidence in the Shire Beds products.
Shire Beds has developed its ability to produce marketing collateral in house and personalise it without any cost to its customers. This has been a game changer for the own branded options for customers.
Shire Beds set out to be the White Label supplier of choice with its high quality hand side stitched products offering retailers significant margins. It has achieved commercial partnerships with excellent retailers in a short time scale becoming a major supplier of own label products for the domestic and contract sector.
The Bed Show will see The Shire Bed Company unveil further inspiring products. It will launch a new range of innovative mattresses as well as exhibiting its trend led headboards, divans and ottomans. Shire Beds remains committed to sustainable manufacturing.
