Promoted Feature: Shire Beds at the Bed Show 2019

Aug 6, 2019 | Exhibitor News

ACE of Beds

The Shire Bed Company is launching three collections at the Bed Show 2019: The Artisan Collection, The Couture Collection and The Essentials Range.

Known for innovation and creative approaches to bed design and development, The Shire Bed Company will set the scene for the new season at the Bed Show. Having recently launched Heaven7, the latest bed-in-a-box range offering an eco-friendly biodegradable mattress choice and the design led Italian Edit consisting of the hugely popular Amalfi, a 1500 product spring mattress that is designed for super and optimal comfort – the new collections will ACE the show.

The Artisan Collection is a mid to high end collection of pocket sprung pillow top beds with natural fillings. With spring counts ranging from 3000 to 6000 including 2000 micro pocket unit in the top layer which also consist of natural top layer fillings this is a sumptuous collection from the Yorkshire-based bed manufacturer.

The Couture Collection is the high end collection with top quality spring units, natural fillings finished in stunning fabrics will also be unveiled at the show.

The Essentials Range is the core range of beds. This consists of the complete family of cores ranging from open coils to pocket sprung units with memory top layers all finished in rich white Egyptian cotton.

The Shire Bed Company has further developed its production facility to incorporate a new headboard division Located within its 110 sq ft manufacturing space. Manufacturing its own quality headboards has seen a considerable uptake of these products from their customers.

The company, which has its roots firmly based in Dewsbury, remains a family run business. It was originally the brainchild of Safdar Hussain, who has been in bed manufacturing since the 1980s and is father of current sales and marketing director Fara Butt.

Shire has also seen great success in its partnerships with Yorkshire County Cricket Club (YCCC) and Leeds Rhinos, which it has spent a five figure sum developing since 2015.

Added Fara: “We’ve seen many benefits to our sponsorships with the Yorkshire sports clubs, the main one being an increase in our market share.

“It has also presented us with a great opportunity to portray a positive brand image by association with the clubs, strengthening our credibility within the local area.”

And it doesn’t stop there. Shire Beds has developed an exciting new mattress collection following its work with partners incorporating feedback from players, coaches and physios, to provide the rest and recovery benefits that are critical to elite athletes.

Following the success of its Sleep4Sport project and range of Active Response beds, the company launched Pillow Talk, a collection of specialist premium pillows. As the manufacturer’s first venture into bedding accessories, the range consists of four high-quality options that are designed to target specific needs.

Said Fara: “We’ve exhibited at The Bed Show since it first began in 2010 – it’s the highlight of our year. Our significant investment into our manufacturing facilities means that we’re able to continually innovate and bring new products into the market.”

Shire is keen to support wider industry too, with Fara herself heavily involved in its key trade association, as a board member of the NBF and chairman of the NBF marketing committee. The company is also a member of the Sleep Council and the British Furniture Manufacturers (BFM). Fara chairs The Furniture Makers’ Company’s Yorkshire and Central region fundraising committee and hosts an annual curry evening.

The Shire Bed Company supplies nationally and internationally to major retailers and the contract sector including education, care and hospitality.