Following last month’s feature explaining how national bed retailer Dreams was awarded the coveted Manufacturing Guild Mark, we take a look at what winning the accolade means to the business.

Over the last 30 years, the Manufacturing Guild Mark, which is awarded by The Furniture Makers’ Company, has become renowned as ‘the mark of a Great British furniture manufacturer’ for businesses of all sizes. In order to achieve this mark of excellence, a furnishing manufacturer must undergo a rigorous, independently reviewed audit and demonstrate exemplary standards across seven key areas, spanning its operations.

Earlier this year, Dreams became one of the latest companies to attain the mark. With 230 bed experts employed at the Dreams Bed Factory in the West Midlands, the company prides itself on the skills of its team of craftspeople. Offering an extensive range of specialist skills, over half of the mattresses Dreams sell are handmade at the Oldbury site before being delivered to homes across Britain and Northern Ireland. It manufactures around 275,000 mattresses and 150,000 divan pieces a year.

With a history dating back to 1987, Dreams has 2,300 colleagues across the UK and boasts a store network of 208 sites in addition to its e-commerce platform.

Ian King, operational excellence manager, who successfully led the Manufacturing Guild Mark audit at Dreams’ Bed Factory, explains: “Gaining the prestigious Manufacturing Guild Mark shows how far we have come as a business – having been in the industry for many years, I see it as the pinnacle of operating excellence. Dreams’ Bed Factory has undergone significant change over the last two years, from re-designing the whole product range to implementing a new factory layout and improving our processes. In fact, the same inspector had visited the factory a few years earlier and he was extremely complimentary about the improvements we have made, describing them as being ‘transformational’.

“To have sailed through the comprehensive FIRA audit without the inspector finding a single non-conformance is a real credit to the skills and hard work of our team, and I would like to congratulate every one of them on the part they have played in our success. From design, product development and manufacture, to HR, financial stability, sustainability, sales and marketing, Dreams came through with flying colours.”

He concludes: “Our internal and external quality metrics show the levels of improvement we have achieved in recent years and the Manufacturing Guild Mark accreditation underpins this, giving assurance to our customers and the wider industry that we are one of the leading bed manufacturers in the UK.”

Daniel Mesecke, Manufacturing Guild Mark chairman, commented: “It’s fantastic to see Dreams gain the much sought-after Manufacturing Guild Mark. A mark of excellence, it demonstrates Dreams’ ongoing commitment to outstanding craftsmanship and innovation in the bed retail sector.

“The award is more than a badge of excellence. The complex audit it requires also delivers benefits, sometimes highlighting areas for further improvement and providing constructive advice or, as in Dreams’ case, reaffirming the high standards a company has achieved. It is also a highly effective way of giving external validation to the amazing team at the Dreams Bed Factory.”

Paul Solly, chief commercial officer at Dreams, said: “The Manufacturing Guild Mark accreditation is a real testament to the expertise of our craftspeople and the high standards we maintain throughout our business. At its core, Dreams is committed to providing premium products that meet our customers’ needs. Being awarded the Manufacturing Guild Mark cements this promise and recognises our success in doing so.”

In addition to communicating the business’ success in achieving the Manufacturing Guild Mark to colleagues, Dreams will also be utilising the mark in its marketing to customers both via its website and in point-of-sale displays instore. The accolade perfectly aligns with the company’s mission to encourage customers to choose Dreams first, further building trust for the business as a great quality manufacturer and retailer.

The Manufacturing Guild Mark is only open to businesses that manufacture most of their products in the UK. Companies undergo an independent audit every three years by the Furniture Industry Research Association on behalf of The Furniture Makers’ Company to ensure their standards of operation remain high. 

www.dreams.co.uk / www.furnituremakers.org.uk/excellence/manufacturing-guild-mark/