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Highgrove Beds will use The Furniture Show as a launch pad for several exciting new products, ranging from innovative and upgraded mattress specifications to improved stylish base options all available with exclusive Show offers.

A new celebratory mattress called Majesty will feature strongly on the stand. Designed to celebrate HM the Queens Platinum Jubilee in 2022, Majesty is also presented with high impact point of sale and the opportunity for a lucky Retailer and Consumer to win a Royal weekend in London. For every Majesty mattress sold in 2022, Highgrove will also plant a tree donated through The National Trust tree planning scheme.

Highgrove has taken additional space in Hall 5 with its new Sanctum Collection being unveiled for the first time at the Show on stand F20. Sanctum will benefit from exciting new covers with a focus on luxurious natural fillings and hand – tailored comfort.

‘It’s great to be getting back to some form of normality after the challenges of the past 18 months or so’, says Head of Marketing, Shane Harding. ‘Those of us that love this industry really enjoy meeting customers and having the opportunity to showcase our latest products and promotions’.

He added ‘2021 has been particularly challenging for many reasons, with material price increases and shortages affecting all UK manufacturers. ‘The fact is that we’ve all got used to virtually zero inflation and prices that have been stable for years – we’re now all faced with raw material and component prices being increased often with little or no warning’.

Despite this, Highgrove remains confident in its UK operation, with a further £500k invested in a new 25,000 sq ft Storage facility at the Liversedge site completed during lockdown, to ensure the business has sufficient spring stocks to meet future demand.

A further £800k has been invested in new vehicles with improved driver facilities and they will make an appearance this month.

Shane Harding is also confident that the business will continue to take market share despite what is acknowledged as one of the toughest retail environments in many years. ‘We have now firmly bedded in our 3 main brands into the marketplace HG at the entry level, our established flagship Highgrove brand taking up the centre ground and Sanctum targeting the premium hand-tailored sector’.

Highgrove has invested more than £600k in recent years supporting High Street retailers with high impact in-store displays and additional point of sale which includes branded footmats and pillowcases and these have proved extremely popular with our Stockists

Although the internet plays an increasingly important role in consumer decision making, Highgrove has made a tactical (and commercial) decision to support the High Street and their brochure collection is strictly not available for internet trading. ‘We feel that consumers still want to try before they buy’ and although Internet sales continue to outpace retail, high ticket comfort items will still be primarily sold in-store for many years to come – and that should be encouraged’, he added.


You can view the new Highgrove and Sanctum ranges at The Furniture Show, stands E20 and F20


The Furniture Show NEC – Apr 24 – 27 NEC Birmingham


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