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News from Sanctum
THE BED SHOW 2017
Highgrove Beds Group was founded in 2002 and this year celebrates its 15th Anniversary. Following rapid year-on-year growth, the company now has a turnover in excess of £20m and employs 185 people.
Its 20 acre Liversedge site has benefitted from major investment totaling over £3m since its acquisition in 2015 and is now one of the UK’s biggest and most efficient bed manufacturing facilities. In the past year alone, the final phase of the site development, has seen a further £1m invested in a new 25,000 sq ft warehouse extension with the building of a further 50,000 sq ft of manufacturing space set for completion. These new facilities will enable the company to reach its target of doubling its turnover in the next 3/5 years and maintain its unrivalled customer service in delivering 98% of all orders within 7 days via its FasterSleep (reg) nationwide Express Delivery service.
Historically, Highgrove was seen as a ‘value’ brand, mainly targeting the budget end of the market and finding it difficult to penetrate the mid to up-market sectors. The strategic business and marketing objectives became clear – create a seamless portfolio of brands enabling Highgrove to take on the well-established manufacturers with clear differentials in specification and brand positioning.
Highgrove has now successfully completed phase 1 of this plan, with three distinct brands, each with their own identities and product stories now launched under the Highgrove Beds Group umbrella and all will feature in the groups biggest presence yet at The 2017 Bed Show on Stand F40 – F50.
Featuring predominantly Bonnell open-coil spring units, the brochure collection has already established itself on shop floors. The brand features a wide selection of stylish cover and comfort options, ranging from hand-tufted knitted stretch fabrics combined with memory foam to versatile guest beds in traditional damask.
View the full range at www.moresleepbeds.co.uk
The flagship brand has been completely ‘re-invented’. In addition to creating a wide range of Pocket specifications, the brand name has also undergone a major makeover so that it now truly reflects its quality, mid-market position.
The Highgrove Bed Collection provides bed retailers with the opportunity for high margins and exceptional service. All Highrove models are available in a wide range of size, storage and base cover options and with price points to meeting virtually every consumer need.
Several new models will be unveiled at The Bed Show, including Anniversary, which marks Highgrove’s 15 years of manufacturing operation in 2017. Anniversary will featuring luxurious natural fillings and launched with a special Show offer for stockists.
Following months of strategic development, the new logo style with associated high impact POS will feature at The Bed Show 2017. The Highgrove brand aims to be seen as different and innovative, and this is reflected in the launch trade advertising campaign. It doesn’t feature yet another bed, or woman lying asleep – but reflects the multi-cultural characteristics of UK consumers.
A new high impact modular in-store display will also be made available free of charge to key stockists and this will feature on the stand. The flexibility of the new displays mean that these can easily be tailored to match store floor models – whether they be Natural, Cool Gel, Latex or Memory specifications.
Sanctum - Tailor Made Tranquility
Sanctum is a traditional hand-crafted brand featuring up to 10,000 pocket springs and has also received British Wool Platinum accreditation. Targeted at the Premium price sector, Sanctum benefitted from the introduction of in-store displays in 2017 and is looking to appoint new stockists throughout the UK with exceptional deals for new floor models.
The new Sanctum website has recently gone live and provides a wide range of useful product information for both retailers and consumers.
For more information contact
Shane Harding 07742 611398