Highgrove Beds will use The Bed show as a launch pad for several exciting new products

03 Sep 2019

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Highgrove Beds will use The Bed show as a launch pad for several exciting new products, ranging from innovative and upgraded mattress specifications to an exciting range of Adjustable beds aptly called ‘Comfort Control’.

Highgrove has continued with its investment at its Liversedge site in 2019 with more than £1million invested in new machinery which includes the latest foam cutting technology allowing the company to continue its expansion into the Smart Foam market sector.

Head of Marketing, Shane Harding is 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’.

‘Our strategic approach has always focussed on giving our customers what they want, when they want it and for the best value possible.’ With 98% of customers now receiving our Fastersleep within 7 day delivery service on virtually our entire product range, this has reduced the need for retail warehousing and improved customer cash flow. We are now confident that customers now view Highgrove as a ‘1 stop shop’ for all their bed floor requirements.’

In addition to the wide product offer, Highgrove has invested more than £500k supporting High Street retailers with high impact in-store displays and additional point of sale which includes branded footmats and pillowcases to enhance store displays.

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’, he added.

You can view the new Highgrove ranges at The Bed Show stands B20 and C20


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