Since its establishment in 1997, Shire Beds, based in Dewsbury, West Yorkshire, has stayed true to its core values: quality craftsmanship, customer-focused innovation, and an unwavering commitment to British manufacturing. Today, those principles are more relevant than ever, with the company recognised as a leader in own-brand and white-label manufacturing across the UK.
A Standout Year of Growth
2024 marked a milestone year for Shire Beds—one defined by strategic expansion and strengthened partnerships with furniture retailers. The company now proudly supplies over 170 own label retailers, a number that continues to rise. “Our growth is a reflection of our team’s hard work and our partners’ trust,” says Fara Butt, Director at Shire Beds. “We’ve invested in innovation, people, and processes, and it’s paying off.”
The Brand Behind Your Brand
At the heart of Shire Beds’ success is its unique approach to own branding. Rather than promoting their own label, Shire Beds focuses on empowering other brands to shine. This means offering fully bespoke product lines, personalised point-of-sale materials, and a collaborative approach to design and development.
Every element—from the structure of a divan base to the stitching on a luxury mattress—can be customised. The result? Retailers gain exclusive products that align with their brand’s identity and meet the exact needs of their customers. It’s this dedication to behind-the-scenes excellence that earned Shire Beds its now widely recognised title: “The Brand Behind Your Brand”.
Innovation Meets Craftsmanship
As part of their growth strategy, Shire Beds has placed innovation at the forefront. Investments in state-of-the-art manufacturing technology have enhanced efficiency and precision across the production line, while the continued use of time-honoured handcrafting techniques ensures every product retains the character and care that customers value.
From entry-level models to premium, hand-stitched collections, the Shire Beds range continues to grow. The company’s flexibility allows it to cater to a wide customer base, whether that means stylish upholstered headboards for boutique hotels or orthopaedic mattresses for healthcare providers.
Sustainability and Responsibility
Alongside its commercial success, Shire Beds has remained deeply committed to sustainability and corporate responsibility. Their operations increasingly incorporate eco-conscious materials, waste-reduction practices, and energy-efficient processes. “We believe growth shouldn’t come at the expense of the environment,” Fara says. “As we scale up, we’re also scaling up our commitment to sustainability—because it’s what our customers expect, and what the planet needs.”
Customer Service Excellence
Shire Beds customer service approach has been part of their success over the past year. “Customers are always at the forefront of our business” Fara added. “What really matters is the long-term relationships we build with our partners and the trust they place in us.”
Looking Ahead
As Shire Beds looks to the future, the focus is clear: continued growth, deeper partnerships, and an unwavering commitment to quality. With plans to further expand their own-brand offerings and explore new markets both in the UK and beyond, the company is poised for another strong year ahead.
