Sealy UK, one of the UK’s leading bed and mattress brands, has been awarded Best Supplier for Retail Staff Training in our annual Big Furniture Group Awards. Ed Kirk, Sealy UK’s Sales Training Development Manager, spoke to us about what winning this year’s award means to the brand, what drives his team’s success, and what is in store for Sealy UK’s future.
Tell us a little about your background…
I was born and raised in the West Midlands and went on to study at university there. I moved to Australia in 2011 and after I’d lived there for five years, I joined Sealy. During my time here I worked with the sales team, responsible for Independent Retailers and Department Stores.
As the brand is the market leader in Australia, I was seconded back to the UK in February 2022 to help train the Sealy UK team on the new Posturepedic technology and product range. This then grew into helping to train Sealy customers and the In-Store sales people. I was once a tour guide for Worcester Porcelain, and I’m sure this background contributed to my love of engaging and educating.
We have seen steady growth in our training team over this time and we now have the largest team the business has ever had. I am staying in the UK indefinitely at this point, but I have a home in Australia and will return one day!
How do you feel about winning this award?
It really was a lovely surprise to win the award and to be voted for by our customers is always an incredible honour, there’s no better form of recognition for us! We really do care about our customers’ opinions and want them to have the best experience possible.
Awards like this are also fantastic recognition for the team, they put in so much effort with all of the Retailers, from Independents to Nationals and it really shows. Their hard work and dedication fill me with joy and I am so proud of their consistent hard work and determination. The work the team has done to get us to this point makes me excited when looking forward to what we can achieve in the future.
What’s the secret to your success?
The key to Sealy UK’s success, and the training team, is without doubt centred around the product range. Our research and development process is pioneering and people are always keen to learn about emerging technologies that are different and unique.
We use qualified scientific research and rigorous development and testing to ensure that we know every single one of our consumers is getting the best product possible, in line with our high-quality standards.
Our ultimate aim is to build “Posturepedic Conviction” amongst our customers and store staff. This means creating both understanding and belief in the Sealy brand and business, and in the Sealy Posturepedic technology and products. This in turn helps them to grow their business and capture sales.
Can you tell us more about your team of trainers?
We have a complete mix of different skill sets within the team, and watching them learn together and form a strong bond is truly great to experience. It’s been great to see them grow and develop, and witnessing them spread their passion and knowledge into the world is really rewarding.
The team has been instrumental in the whole process of the re-birth of Sealy here in the UK. From selling the range into customers, to helping roll out into stores, the combination of hard work has seen us reap the reward of delivering sales this year.
So, looking ahead, what’s in store for Sealy?
So many great things have happened in the last 18 months as we build the Sealy brand, I’ve even been interviewed by Eamon Holmes on TV.
And there’s so many exciting things in store for Sealy UK’s future! We have a huge new product launch coming soon, which is both brand new to the UK market and a first for the Sealy brand.
Myself and the team are really looking forward to bringing the launch to life, both in-store and online with our retailers and consumers and I can’t wait to see what else the future holds for the team at Sealy UK!
