Shire Beds: The Brand Elevators

The Shire Bed Company, established in 1997, is an A rated NBF manufacturer and winner of all major industry awards including NBF Product of the Year and Best of British.

In May 2023, Shire Beds made a strategic move to disrupt the market in the traditional mattress sector.  It appointed an industry expert in Stuart Hibbert as its COO and embarked upon a period of growth and transformation.

In less than a year the company has increased its market share and has a greater presence on the high street, a major aim of the strategic changes it put into place.

By focussing on innovation and analysing market trends, The Shire Bed Company developed products that have expanded its presence in the traditional handcrafted mattress sector.

Shire Beds offering of own label branded options for retailers ensures retailer protection and higher return on their margins. In an increasingly competitive market, the High Street retailers have particularly welcomed this option.

Shire Beds product offering has also seen a radical transformation. It now has greater offering of high quality hand side stitched mattresses. The highly successful Capri and Ravello ranges are all traditional hand side stitched pocket sprung tufted mattresses. With comfort layers designed for firm support in The Capri and medium soft support in the Ravello, the wide offering ensures there is something there for a range of comfort requirements.

The Capri and Ravello are available in matching or contrasting tape edging. Spring counts range from 1000 to 9000. Natural wool, silk and cashmere fillings come as standard in all options above the 1000. The Pillowtop versions are available in 3000, 5000 and 7000 spring counts making these the ultimate luxury option in the hand side stitched range.

“Shire Beds have a product offering that is one of the most varied in specification and price point in the industry,” said Fara Butt, Director. It includes with the latest Como and Milan collections.

The Como is a tufted pocket sprung range. The Milan has two rows of hand side-stitching on the border with a luxurious micro-quilted top panel enhanced by wool, silk, cashmere and cotton, offering a more contemporary look to that of the traditional tufted mattress. This range is available with a 1500 and 3000 pocket spring option.

Shire Beds saw success at the NBF show with its encapsulated pillow top Sona range and micro quilted Zen range. The Artisan range, which includes the best seller Picasso encapsulated gel memory pocket, continues to perform “brilliantly”.

“The development of all these ranges has been meticulous,” Fara added. “The differentiation of feels was achieved through regular testing and market feedback so when the latest products were launched they were an immediate success. 

“We have achieved growth through innovation and product development. Stuart Hibbert has been instrumental in this area. By working closely with Director Sajid Butt we have developed some real winners.”

The January Furniture Show will see The Shire Bed Company unveil further products too, as Fara concluded: “We will launch a new range of quality mattresses as well as trend led headboards, divans and ottomans.

“With a commitment to sustainable manufacturing, our new products will be groundbreaking in this area. Make sure you come and see us on Stand: 5-G20.”

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