Cabinet Maker discovers why Shire Beds has a lot to look forward to.

Shire Beds is ready for the NBF Bed Show and has a lot to look forward to. As it eagerly anticipates the celebrations of its 20th anniversary year in 2017, it considers its modest beginnings and gives a preview into its bright future.

Established in 1997, the company has its roots firmly based in Dewsbury, Yorkshire. The family run business was originally the brainchild of Mr Safdar Hussain, Fara Butt’s father, who has been in the bed manufacturing trade since the 1980s

Sajid and Fara Butt at Shire Beds

Sajid and Fara Butt at Shire Beds

Current directors include Sajid Butt who runs the operations side of the business, while Fara, who previously worked as marketing director for the company, has recently taken on the sales and marketing director role. Fara’s sister, Baroness Sayeeda Warsi, brings her wide ranging entrepreneurial spirit to the executive board.

The company has been at its current location since 2001. Modern production processes are employed in a traditional mill setting and include conveyors, packing machines and a state of the art border and handle machine. Recent expansion of the facility of a further 60,000 square feet increases the size of the operation to over 100,000 square feet, with current plans in place to design a new head office and showrooms.

The business has seen a year-on-year increase in turnover for the last five years, averaging 15-20% increase every year for the last three. With growth in production, the company’s qualified and professional workforce now totals over 60 people with further recruitment underway.

Roll and rest, carnation

Roll and rest, carnation

As the Shire Beds range of products expands, including the much anticipated Roll and Rest collection, it continues to increase its market share. The company’s ongoing success on the high street with the ever popular eco Shire range will be enhanced with further quality offerings at the Bed Show. The contract sector also continues to grow at a healthy pace.

Fara said: “We have been through an extensive period of expansion and growth in the last three years and have many new plans in the pipe-line. We will be introducing new products, developing the sales team and venturing into new markets.

“The Shire Beds team is looking forward to the future and to building a strong and continually evolving brand.”

The company is a keen supporter of both its local community and the wider industry.

Fara has been appointed as the first chairman of The Furniture Makers’ Company’s new Yorkshire and Central region fundraising committee and has already raised £1,700 for the charity. Fara is also a main board member of the National Bed Federation (NBF) and chairperson of the NBF marketing committee.

Making a perfect partnership for two great Yorkshire brands, the company agreed a three year ‘dream ticket’ deal to be a major sponsor of Yorkshire County Cricket Club until the end of the 2018 season.

It follows an initial one-year sponsorship package which Shire signed-up to in 2015. As an official partner, the YCCC cricketers have taken advantage of the high quality beds on offer from the company. It also gave the cricket mad family behind Shire Beds an opportunity to attend some of this year’s high profile matches.

Developed to celebrate the three year partnership with the club, the company’s Cricket Shire will be making its debut on stand F20 at the Bed Show.

Fara said: “Both the local community and the industry are very important to us which is why I plan to further my involvement locally as chairman of the Furniture Makers’ Company’s new Yorkshire and Central region fundraising committee and other industry bodies.

“We also very proud to be a partner of Yorkshire County Cricket Club. Cricket’s a game that can be enjoyed by everyone and all the family are enthusiastic fans of the sport.”

The company’s fleet of unmissable DAF trucks, which feature the company’s livery and slogans referring to its Yorkshire roots also features its sponsorship of the cricket club.

Two new ‘hot pink’ delivery vehicles have recently been added to the already extensive fleet of multi-coloured vehicles which are used for weekly and next day deliveries to all areas of the UK. ‘Hot pink’ is part of the company’s corporate colours, as are the trucks in ‘active purple’ and ‘eco green’.

The company has been working hard to bring its latest developments to the Bed Show and will feature products from its current portfolio, including the Shire collection, the Eco Shire and Active Shire. Shire Beds has also been supplying the contract sector since 2009.

Eco Cosy

Eco Cosy

Its extensive collection of high quality beds, mattresses and divan bases for the education, care and hospitality sectors are constructed to offer both durability and style and includes the Hotel Supreme 2000 pocket, the Hotel Deluxe 1000 pocket, the Rainbow in six striking colours, the Worcester, Salisbury Blue Stripe/Red Stripe, the Rochester and the Canterbury.

Fara said: “As the business continues to grow we are pleased to be able to offer our customers a more comprehensive selection of products and with plans for new and innovative ranges in the future there is much to look forward to.”