Buoyant’s new alliance with manufacturer Premier marks a major stride in the company’s leather and motion ambitions.
Buoyant Upholstery has unveiled a major new collaboration with leather and recliner specialist Premier, a move designed to strengthen its position in a fast-evolving UK upholstery market.
This exclusive agreement brings together Buoyant’s heritage in British-made upholstery and strong retail relationships with Premier’s global expertise in leather and motion design. The result simplifies Buoyant’s international supply chain while unlocking significant new product development opportunities.
Buoyant has offered leather and recliners for a number of years, but managing production across multiple countries has proven complex. The collaboration with Premier described by Buoyant MD Mike Aramayo as “the best China has to offer” will streamline this process and expand design capability and efficiencies. Mike continued “Working with Premier gives us access to exceptional design resources and specialist leather knowledge. It also means we can bring more products to market, more quickly.”
From a Premier perspective this allows them to increase their volume by producing this exclusive product range that can reach out to independent retailers that do not currently buy from China. Through Buoyant, retailers will now have access to Premier-developed exclusive Buoyant designs in small volumes, while Buoyant itself can introduce its own popular models in leather.
At launch, this exciting collection will feature five of Buoyant’s best-selling fabric designs re-imagined in leather, alongside eight new Buoyant Premier recliners, co-developed for the UK and Irish markets. The ranges will be distributed through Buoyant’s existing sales network, with stock held in the UK to ensure smooth logistics and reliable service.
While Buoyant’s domestic production continues to grow, the company acknowledges that imports have become a key component of the UK market. Rather than compete with that trend, it’s embracing it strategically. Mike explained “Outsourcing certain categories allows us to focus on what we do best, British-made static upholstery, while expanding our offering in fast-growing segments like leather and motion.”
The new ranges will debut at the January Furniture Show, where Buoyant and Premier will exhibit side by side in Hall 5 on stands F30 and G30. Visitors can expect to see familiar Buoyant favourites reborn in premium leather, alongside sleek new recliners carrying Premier’s distinctive design DNA.
Mike concluded by saying: “We’re now fully in the leather and recliner business and you don’t need to buy full containers to be part of it which is great news especially for our independents.”
