Birlea appoints new Sales Director; introduces new price list

Castle Donington-based furniture wholesaler Birlea has announced the appointment of Chris Moore as its new Sales & Commercial Director, as well as introducing a new price list to support independent retailers.

Chris brings a wealth of experience having previously worked in senior roles at Nestle, Nisa & Co-op. In his new role, Chris will be responsible for driving the sales and commercial strategy building on the company reputation for exception products and service.

Birlea added that its new pricing structure will see the company reduce its price on average 11% across its entire range. This price reduction is further recognition that Birlea Furniture are supporting retailers through a difficult economic period and demonstrates the continued support they offer to their loyal customer base.

Chris Moore, Sales & Commercial Director, said: “Whilst many retail prices are rising, we have taken the decision to lower our price list so that we can support independent retailers during this difficult period. Whilst many other manufacturers are having to increase their prices, our strong relationships and way of working with our factories has provided us with the opportunity to reduce our prices. This will have a huge knock-on effect to end users who are seeing further pressures on household budgets.”

Birlea Furniture have also invested heavily in new lines over the last few months and have plans to launch over 250 new SKUs in 2023, which include rattan ranges, ottoman beds, SleepSoul mattresses, new Willis & Gambier ranges as well as its Disney Home range.

Michael Prime, Marketing Manager, added: “As a business we aways listen to our customers and never lose sight of the things that matter – like supplying innovative products quickly and efficiently, a service you’ll remember for all the right reasons. Our specialist buying team strive to source quality products from around the globe, providing our customers with the latest on-trend products ensuring excellent value for money and uncompromising quality. Our in-house state of the art photography studio then allows us to create high quality engaging imagery”.

Managing Director Jake states: “Chris’ appointment is a testament to Birlea’s commitment to providing the highest level of service to its customers, and the company is confident that Chris will make a significant contribution to the future success of the business.”

Birlea have also been working with suppliers to ensure that stock levels are in place to support retailers and are pleased to announce that they are currently sitting with over 95% stock availability. This also comes with significant investment from Birlea, who in the last few months have implemented its new warehouse racking increasing the overall warehouse capacity by over 50% and launching a new trade store.

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