Colin Sarson, Chief Executive Officer (CEO) at Alfrecell, shares an insight into the company as it marks its 65-year anniversary.
This month, Alfrecell Ltd proudly celebrates 65 years of shaping comfort through innovation in polyurethane (PU) foam. From its origins as the UK Comfort Foams division of Recticel to its new chapter under the Alfrecell name—established in 2023 following acquisition by GIL Investments—the company’s commitment to quality, versatility, and customer-focused solutions has remained constant. Trusted across the furniture, bedding, and healthcare sectors, Alfrecell’s foams have supported generations of products where comfort and performance matter most. As it honours its heritage, the company remains firmly focused on the future—on its customers and on driving innovation in UK foam manufacturing.
Colin explains, “At Alfrecell, the mission is to forge genuine partnerships with customers—serving as an extension of their teams, not just a supplier. The company is committed to adding value at every stage by providing high-quality comfort foams and innovative solutions that enhance its customers’ products and support their long-term success.”
As a full turn-key solution provider, Alfrecell operates a large-scale foam production plant supplying trusted brands to the market, including Super Bultex and Niva. From industry-standard grades held in stock to gel-infused foams for specialist applications, the company offers a wide range of solutions. Its second plant focuses on converting, with capabilities ranging from fully automated, high-volume production to precision hand-finished components and bespoke kits. Combining flexibility, technical expertise, and a strong customer focus, Alfrecell is committed to supporting its customers in competitive markets.
At the heart of Alfrecell is a talented leadership team. Colin explains, “As both foam producer and converter, our success is driven by the strength, expertise, and dedication of our experienced team—each person playing a crucial role in delivering operational excellence and continuous innovation. From our warehouse and production operatives to our sales, development, and QSHE teams, every area works closely together to provide quality, efficiency, and exceptional customer care. Our recent internal cross-training programme has enhanced flexibility across departments, allowing us to scale production quickly in response to customer needs—without compromising quality. It’s this shared commitment and teamwork that keep Alfrecell agile, responsive, and ready for the future.”
From people to processes, Alfrecell has also implemented significant investments across its foaming and converting facilities—reflecting its ongoing commitment to progress and performance. “We’re in the final stages of a major upgrade to our PU foaming facility—enhancing efficiency, consistency, and product quality,” Colin says. “At our converting site, new machinery has been introduced to support our sustainability goals, giving us greater control over clean waste and unlocking new possibilities in product development. These upgrades not only enhance output but also give customers greater consistency, faster turnaround, and new opportunities for growth. With several other projects already in the pipeline, there’s a real sense of momentum at Alfrecell—and we’re excited about what’s coming next.”
Furthermore, the company is committed to continuous improvement initiatives that are vital to its sustainability journey and long-term growth. Colin adds, “We’ve implemented key baseline improvements, including the installation of energy-efficient LED lighting, enhanced internal waste stream management, and a more than 20% increase in operational equipment efficiency—with further gains still underway. We’ve also transitioned our forklift fleet to fully electric models and deployed SAP S/4HANA to enhance visibility and accuracy in ESG reporting.”
Colin also reveals that the company is exploring several opportunities for future investment but remains tight-lipped at this stage, with the main focus firmly on strategic growth and ensuring the business is well-positioned to meet evolving customer needs.
The recent Furniture Components Expo provided the perfect platform to continue this growth trajectory. “It gave us a chance to introduce our refreshed brand to the industry, reconnect with long-standing contacts, spark conversations with new ones, and showcase our capabilities,” Colin says. “The positive feedback was truly encouraging. We’re now actively nurturing leads and preparing for our next major event—The Bed Show this September.”
As Alfrecell continues to evolve as a stand-alone business, it remains firmly grounded in its heritage while embracing the innovation, agility, and customer-centric approach needed to thrive in today’s competitive landscape.
Backed by a dedicated team, recent investments, and a clear strategic focus, Alfrecell is building a strong, sustainable foundation for the future. Colin concludes: “Whether through ongoing operational improvements, strengthened customer relationships, or targeted growth initiatives, our goal is simple: to remain a trusted, forward-thinking partner that delivers real value at every stage.”
