Furmanac’s new chapter

Simon Hayford Morris, Marketing Director & Senior Designer at adjustable beds and motion bed frames manufacturer Furmanac Group, reflects on their recent Big Furniture Award win and how it coincides with its strategic decision of Hestia Living and MiBed.

Furmanac, a major manufacturer of adjustable beds and motion bed frames in the UK, has revealed the re-launch of their luxury Hestia brand.

With over 50 years’ experience of producing premium hand-made adjustable beds, Furmanac has held a consistent presence in the bed industry. Based in the West Midlands, with around 200 employees, Furmanac prides itself on delivering superior quality, innovative design, such as their Motion Intelligent beds to relieve minor aches and pains, and constant development in its operations.

The company has seen recent recognition too, being named the ‘Best Supplier for Display Support (Point of Sale)’ in the Big Furniture Awards, as voted by the furnishing industry. Reflecting on the award win, Simon said: “As Marketing Director of Furmanac Group, I was delighted that the company had been awarded the ‘Best Supplier for Display Support (Point of Sale)’ title at the Big Furniture Awards. On behalf of myself and the team, I would like to thank all the votes from the retailers, many of the retailer’s branding projects involved in directly.

“This prestigious recognition coincides with the strategic decision of Hestia Living and MiBed, two well-established brands, to separate into two distinct entities. The aim is to enhance the strengths and individuality of each brand, fostering growth, innovation, and improved customer experiences.”

Driven by a shared legacy of excellence and a commitment to quality, the division of Hestia and MiBed into separate brands is a deliberate move to build upon their strengths and expand their horizons. “This decision promises numerous benefits for both brands, allowing them to cater to their unique customer bases and pursue their distinctive paths,” Simon said.

“Hestia Living, renowned for its exquisite and beautifully upholstered beds, will continue to provide discerning customers with unmatched craftsmanship and timeless design. The separation from MiBed enables Hestia Living to focus exclusively on its core expertise, strengthening its position as a leading brand in luxurious upholstered beds. With undivided attention to its craft, Hestia Living aims to elevate its commitment to excellence and create exceptional pieces for the hundreds of UK retailers showcasing their products. The Evomotion collection, known for its massive weight capacity, luxurious upholstery, and whisper-quiet motors, continues to generate positive feedback with exciting additions on the horizon. On a very similar path, the brand new Retro sofa bed has seen incredible sales after been showcased over the past twelve months, retailers thrilled by its six second action and beautiful upholstery.

“Similarly, MiBed, known for its market leading adjustable bed innovation and motion-intelligent sleep solutions since 1968, equally embarks on an independent journey, further leveraging its reputation as the industry’s most trusted and experienced manufacturer. Each base and mattress is proudly made in the UK, ensuring swift delivery and the ultimate in quality.”

Operating as a distinct brand, MiBed can further invest in research and development, exploring cutting-edge technologies and advancements in adjustable beds. Simon continued: “This autonomy allows MiBed to refine its state-of-the-art products, set new standards, and cater exclusively to individuals seeking customised comfort and the transformative benefits of adjustable beds. The recently launched MiBed simplicity mattress range has received applause from UK retailers, and without question, this comes from our dedication to mattress design, specifically for the adjustable bed product.”

As Hestia Living and MiBed evolve as separate brands, retailers can expect tailored point-of-sale material, brochures, and online resources will be adjusted accordingly. Both brands will have new websites, with Hestia Living embodying the luxurious look and feel of the brand and MiBed, making the experience even more accessible with simplified mattress and base option pages, with new room sets/lifestyle images that will generate a significant impact.

In conclusion, the decision to split Hestia and MiBed into two separate brands marks an exciting new chapter for both entities. Simon added: “Hestia Living and MiBed can amplify their commitment to excellence, innovation, and customer satisfaction by focusing on their strengths. Each brand will shine independently, delivering unparalleled experiences and products tailored to the unique needs of their respective customer bases.

“The dedication to providing exceptionally designed point-of-sale material, with meticulous attention to detail, has played a crucial role in securing the award. This commitment will continue to ensure a competitive edge over competitors. The future holds immense promise, with each brand poised to achieve new heights of success, industry leadership, and customer delight.”

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