Thomas Colleran is the brand manager at Yorkshire-based mattress firm Duvalay
The importance of working with retailers
Posted 4th January
As our only selling outlet, retailers play a significant role in driving our collections forward; having made a conscious decision not to sell online ourselves. As such, working closely with retailers is vital to ensuring that we manufacture mattress collections that meet the demands of their customers.
Having launched our first collection – The Hilary Devey Collection – at the NBF Bed Show two years ago, it has already done extremely well, having being voted the best mid-price mattress by The Independent, as well as gaining the Good Housekeeping Institute stamp of approval. Our ethos is to work with retailers and provide valued-add initiatives such as GHI Approved and extensive PR and social media activities to drive consumers into their stores to test and hopefully purchase the Hilary Devey Collection through them. Supporting retailers in this way helps to build confidence in the product and brand, along with our support in helping deliver sales across the collection.
We’re also constantly listening to feedback from retailers as well as doing our own market research into what consumers want. This could be innovation to reduce partner disturbance (MidasTouch) or a dual-season mattress to help cool in summer and keep warm in winter. This has led us to launch a new collection this September at the 2017 NBF Bed Show.
The Rosalia Collection will offer retailers an affordable, mid-market collection that sits alongside the Devey premium mattresses. Featuring an initial three mattresses, the Rosalia collection will continue to offer retailers a sense of luxury through our artisan bed making techniques.
This new collection will further strengthen our offering to bed retailers by offering a fresher, contemporary take on traditional bed making techniques. It will also be supported with inspirational imagery, modern POS for brand stand out, along with continued efforts on the PR, marketing and social media front.
The direction of the new collection has been developed through the innovative partnerships we have built over the last two years. Through our retailers understanding of our brand and our vision to bring a new approach to the bed market, they are able to work with us to develop collections that not only meet consumer demand, but also enhance their product portfolio.
Developing collections in this way provides an easier platform in which to launch new mattresses to market as demand has been established and retailers already understand where it fits within the market and who are the key target audiences. This allows for retailers to benefit from increased sales from the beginning, with less risk taken by both ourselves and retailers.