Ongoing development key for Siren’s success

Andrew Kerr, Director at Siren Furniture, reflects on the year so far as well as sharing an insight into future plans.

Last month, upholstered furniture manufacturer Siren Furniture played host to its Open Showroom event during the Autumn Long Point show. Based in the iconic Harrington Mill in Long Eaton, the traditional heartland of the UK upholstery industry, Siren showcased recent designs in the latest textile covers, plus much more. It’s fair to say that the event went “extremely well”, adding to what has been a good year for the business on the whole.

“We are very pleased that the year to date is panning out as per our forecast, which is testament to the hard work and dedication of our growing team at Siren,” Andrew said. “Since the management takeover in 2021, we have been successful in driving forward growth of the business and this year has had a strong focus on developing and designing our exclusive ranges, including the two recently launched models, the ‘Alice’ and ‘Amy’.

“Our Open Showroom event proved a big success where visitors were able to see the new ranges, which have been upholstered in new variations. Visitors also got to see new and exclusive sofa designs showcased in new covers alongside our diverse range of sofas, armchairs and sofa beds, as well as speaking to our team of experts, who happily discussed our sustainable innovations.”

On sustainability, Siren says it is determined to enhance this area of the business further to reduce waste and its impact on the environment, but without compromising its dedication to quality and comfort.

One notable step-change is the greater use of recycled and repurposed fillings in its products, as Andrew continued: “We are really pleased to be able to say that Siren Furniture is an FSC ® certified (FSC ® C137929) company, actively sourcing timber from responsibly managed forests, recycled material, and other controlled sources.

“Every item we create comes with a 10-year frame guarantee, reinforcing our belief in durability and customer satisfaction. We’re using recycled materials where possible, carefully selecting our new suppliers and consciously support our long-standing suppliers to adapt and adopt.”

Alongside sustainable commitments, the business is also bolstering efficiency processes with the introduction of a new cloud-based software system to improve the efficiency of ordering, back office and customer service processes, which are geared to further improve the service it offers to customers.

Furthermore, this autumn will see the continued development of Siren’s recliner range and introduction of its new premium model ‘Ellie’.

“The focus for the second half of the year is to continue working closely with partners to develop new models, with shape and luxe fabrics continuing to perform well, while also upgrading and refreshing the showroom to enhance the customer experience,” Andrew added.

“We continue to be proud of our long-standing relationship with John Lewis and are launching some exciting new models with them this autumn, and are currently in conversations with potential new partnerships too.

“This continued growth has also seen us increase the team, with the addition of highly experienced agents to represent Siren in the South East and, for the first time, in Ireland.”

Established back in 2000, Siren has continued to grow and its proactive approach to implementing supply chain innovations while working with sustainable suppliers has seen the brand sustain growth. “We look forward to expanding even further with the Irish market a great opportunity for us,” said Andrew. “Watch this space!”

Save this article for later

You can revisit this article if you save it as favourite news!

Leave a Comment


Peter Harding, Managing Director at Fairway Furniture, shares a deeper insight into the ongoing refurbishment at their flagship Plymouth store....