The Highgrove Beds Group is using The Furniture Show as a launch platform for several new models and innovative covers throughout its Highgrove and Sanctum brand collections.
The company has taken a strategic decision to further strengthen its support for traditional bricks and mortar stockists whilst at the same time recognising that consumer buying habits are changing as internet purchases take further market share.
The flagship Highgrove brand has gone from strength to strength in recent years and the introduction of the Ambassador Stockist programme in 2017 has brought real benefits to both the company and its appointed independent retailers.
In the past year, more than 50 new bespoke Highgrove in-store displays have been installed throughout the UK, with more than £150k invested. Highgrove’s Head of Marketing Shane Harding is confident that the investment has paid dividends, “The modular nature of the displays means that we’ve been able to tailor each one to our customers’ needs and despite a challenging market, we’ve seen a 34% incremental sales increase where displays have been installed”. The company aims to at least double this number in 2019.
Highgrove will also be adding to its Equasleep temperature control and ErgoSense soft foam ranges – both of which have proved popular new additions in the past year.
Sanctum is another brand that’s benefitted from in-store investment and several new models will be unveiled at The Furniture Show. Targeted at the premium market sector, Sanctum models will feature improved base and drawer options, along with Natural Pillow-Top specifications to enhance its reputation for luxury sleep comfort.
Shane Harding believes that Highgrove’s latest innovations in both brand and product development will help maintain the company’s major growth plans, adding, “With our extensive product offer and unrivalled service, we are attracting new independent and multiple-customers and we’re confident that our continued investment will help us reach our goal of doubling turnover in the next 3-5 years”.
Visit the Highgrove Beds Group stand E20 in Hall 5.
