Realising Retail Potential

Furniture4u Independent Trader Profile

In May 2012 Tom O’Neill already had 12 years furniture industry experience under his belt and Louis Rose had just completed his Business Management degree at Anglia Ruskin University, Cambridge.  With minimal overheads and just a handful of sofas, they set up a website and booked their first promotion at The Whitgift Centre, Croydon – and Furniture4u, the online sofa retailer was launched.

Louis Rose told us, ‘it was always our business model to keep overheads to a minimum and focus what funds we had on producing quality products at affordable prices.  Tom and I design all our sofas ourselves; everything from the shape and the fabric, down to the legs.  Now when our customers talk to us about the designs that inspire them, we take this feedback and apply this to our ongoing design process.  We have warehouses in Dartford, Essex and Birmingham, where we hold stock. So we can offer a fast delivery service to anywhere in the UK, all for the same price.’

When Furniture4u was initially launched, Tom was their only salesman and Louis was running the office side of things.   Five years down the line and they now have a team of Managers, a delivery team, office admin staff and an ever growing sales team. Their online presence is phenomenal with 37k followers on Instagram, 3.5k on followers on facebook and 4.5k on twitter,  and their website see’s around 60k visitors a month.  So what does this relatively young business they put their success down to?

Tom O’Neill told us, ‘mall promotions work so well for us, because it gives prospective customers the chance to come and touch and feel the quality of our furniture without the overheads of a retail unit.  We now book around 500 mall promotions a year in various centres around the country. Later this year we’re also looking to expand our reach with mall promotions further in the north of England and Scotland’.

Tom concluded, ‘we started working with Space to trade back in 2015, when we booked our first promotion at The Priory in Dartford.  We’ve been working with them ever since and it’s always a pleasure to deal with the team and we now run promotions through them at several centres. We’re grateful for the hand, Space to trade have had in helping us to grow our business.’

Paul Clifford, Managing director of Space to trade added, ‘these guys have got it spot on and are a real success story. They’re enthusiastic and their promotions are always top notch and show their passion and professionalism. Unlike many independent retailers, Furniture4u is on the ball when it comes to marketing themselves.  Prior to any centre booking they will announce to followers on their online platforms which centres they are going to be promoting at the following week,  driving footfall not only to their promotions but to the centres as well.

For more information on how your business could benefit from working in partnership with Space to trade please call us on 0800 080 777.


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