Serene’s Tasleem Tasab shares with Cabinet Maker the driving force behind the company’s growth.

Mention the name Serene and much of the recent news in the press will be relating to its phenomenal expansion into the living and dining markets. However, driving that energetic growth is its position as a leading supplier of bedsteads, headboards, daybeds and sofa beds.

Tasleem Tasab

Tasleem Tasab

For over a decade Serene has been synonymous with a diverse offering, in a variety of material combinations and styles, spanning the recognised price-points to bring bedrooms to life up and down the country. Its depth of choice has grown exponentially over the years and in 2016 the company, founded by Tasleem Tasab, presents retailers with its largest-ever offering.

“Over ten years ago we set out to build a successful bed supply business - in a competitive market - built on exceptional design, pricing and customer service,” explains Tasleem.

“These are the business principles still in place today and the key ingredients to Serene’s continued success.”

As the company has grown its product ranges, Tasleem has invested wisely in the infrastructure required to service increased stock holding and service customer demand. Over the past ten years the investment has been constant, right across the business, fuelled by the company’s talented creative team and their drive for new designs and innovative improvements to the furniture that we bring in to our lives.

“Serene remains one of the UK’s leading bed suppliers and it’s from that position of strength that the company is able to diversify in to new areas of the home furnishings market,” says Tasleem. He adds: “We are blessed with an array of creative talent here at Serene, the design team works tirelessly with flair and passion to stimulate the markets in which we operate with beautiful, functional designs. As a direct result of the talent at work we are able to launch a succession of new models, at regular intervals, confident that they will ignite the senses of the consumer and sell well for our stockists. There is so much great work coming through from the creative team that it makes diversifying in to new areas of the home furnishing market a natural progression.”

With a hugely impressive portfolio of collections for almost every corner of the home, Serene is increasingly becoming a one-stop-supplier for many retailers across the UK. Tasleem says: It makes me very proud to bring ranges to life that inspire consumers with thoughts of new possibilities for their interior décor and deliver sales to retailers, backed by our support. We hold large levels of stock, which means our retailers don’t have to and it also ensures quick turnaround on orders.”

Ethan main

Ethan main

Serene’s designs are certainly commercially orientated and born out of a unique eye for current and emerging trends. With the birth of each new collection comes a detailed, well thought out brochure. “We invest a great deal in the quality of our printed literature, so that each brochure is a visual aid for the retailer and also a tool with which our stockists can engage with the consumer,” explains Tasleem.

Hammersmith plain red with oak legs

Hammersmith plain red with oak legs

With nine current brochures in circulation, the new Dining Collection brochure for 2016 stands as one of Serene’s most impressive to date, containing a string of new models that have been added since its launch at last year’s Manchester Furniture Show. The extended Collection comprises an impressive range of dining tables and chairs in an eclectic mix of styles, complemented by a delicious palette of sumptuous fabric colours in plains, tartans, stripes and florals. Table finishes are in oak and walnut with customers able to create their own unique look by choosing chair legs to match and chairs upholstered in one or several fabric colourways, including supple faux leather. Occasional pieces are also included – sideboards, coffee and lamp tables – to sit alongside the dining furniture or to simply extend the desired look in to the wider home.

Finchley oak set large upright

Finchley oak set large upright

The speed at which Serene is innovating shows no sign of slowing any time soon and with plenty more plans in the pipeline, the future looks very bright for this pace-setting company and Serene stockists around the country.

www.serene.co.uk