Joanna Fielding, Category Manager, and Emma Rackley, Director of Home, at Associated Independent Stores (AIS), share an insight into their respective roles and ongoing developments.
Joanna Fielding – Category Manager
Can you tell us a bit about your role?
My role involves overseeing the performance and growth of the bed product category within AIS. A fundamental part of my role is building and maintaining strong, long-term partnerships with both suppliers and Members to ensure a reliable supply chain, competitive pricing, and successful product ranges.
What drew you to the bedding and mattress category?
I was drawn to the beds category as it is a product that directly impacts people’s well-being and quality of life. Sleep is such an essential part of our daily routine, yet many people don’t realise how crucial the right bed and mattress are for a restful night. Additionally, textiles and design have always been a huge part of my career, so this category naturally aligns with my interests. The evolving materials, designs and innovations in fabric technology are fascinating and offer endless opportunities to explore new ways to improve comfort and style. It’s rewarding to be part of an industry that blends innovation, design, and strong partnerships to improve everyday experiences.
How has your experience with independent retailers shaped your approach to category management?
My experience in this role has significantly shaped my approach to category management. It has taught me the value of flexibility, personalised service, and the importance of understanding the unique needs of each Member.
What was the vision behind launching this exclusive mattress collection?
The vision behind the launch of Dreamworld was to create a collection that directly addresses the current market climate, where consumers are more discerning and price-conscious than ever before. With rising costs, it’s crucial for independent retailers to offer high-quality products at key price points that cater to a broad range of budgets.
What were the key considerations when developing the product range?
This range has been carefully curated to reflect the latest trends in comfort, durability and design, while also providing value without compromising quality. We aimed to create an easy, compelling story around the collection – one that emphasises exceptional value and the ability to meet the needs of today’s consumer.
How did you ensure that the collection meets the needs of independent retailers and their customers?
By offering exclusive products at strategic price points, our aim has been to empower our Members to stand out in a competitive marketplace, ultimately enhancing their customer loyalty and drive sales.
Can you share some insights into the research and development process?
Data analysis of the existing range was critical; Initially, I focused on sales performance and customer preferences to identify the current high performing products. This also helped me identify the gaps. Market research was key; I needed to understand market trends and consumer behaviour to ensure our offer meets customer needs whilst remaining competitive.
Following conversations with AIS Members to understand their requirements, I briefed our supply base, and we spent several months working together to develop the range. In the background, we were working closely with our Marketing team working on a complete brand refresh. It’s been a busy but exciting year!
Ultimately, the aim has been to completely streamline the assortment by eliminating underperforming products and focusing on a curated selection that maximises sales and efficiency.
Were there any challenges along the way, and how did you overcome them?
Understanding the diverse needs of independent retailers, each with their unique customer base, meant we had to strike the right balance between product and price points, whilst keeping the range concise. Timing has also been critical. Launching in a competitive market while keeping an eye on seasonal demand has meant we’ve had to move quickly, but with caution. We are confident that the result is a streamlined, thoughtfully developed collection that delivers on quality, value and trends – something we are proud to present at this year’s INDX Bed Show this April
How do independent retailers differ from larger chains in terms of product selection and customer engagement?
Independent retailers are geared towards exclusivity, which is hugely important as it offers something different to what you see in the mass market retail sector. There tends to be more of a streamlined, closely curated product range within independent stores.
From a customer engagement point of view, independent stores excel in offering a personalised, relationship driven service, with knowledgeable staff providing tailored advice. It’s seen as a key USP in their chosen segment of the market.
What trends do you see shaping the future of independent mattress retail?
There is certainly a growing trend within the industry on improving the sleep experience by combining comfort, wellness and technology. As people become more aware of how important sleep is for their health, mattresses are being designed with features like temperature control, pressure relief and sleep tracking. Alongside these innovations, there’s a growing emphasis on sustainability. Consumers are seeking mattresses made from natural materials like organic cotton, bamboo, and natural latex, which are not only better for the environment but also reduce exposure to harmful chemicals. Eco-conscious brands are highlighting the use of renewable resources, which is encouraging to see.
What role does branding play in the success of an own-brand collection?
A well-established brand communicates consistency, quality and reliability, which are essential for customer loyalty.
For an own brand collection such as Dreamworld, branding plays a crucial role. It creates a strong identity and builds trust with consumers. Effective branding helps differentiate the products from the competitor, positioning them as unique and aligned with specific values. In the case of the new Dreamworld Collection, this is a range that has very much been curated with our Members in mind and ultimately, the branding helps establish that connection between the product and consumer. I feel incredibly lucky that we have such a talented Marketing team within AIS who have supported this project every step of the way.
How do you see the mattress category evolving in the next few years?
Over the next few years, I see the focus being on a blend of quality, exclusivity, and value catering to consumers who want both comfort and eco-conscious choices.
What advice would you give to independent retailers looking to compete in this space?
That’s a tough one! For me, I’d say a clear, structured range is key. It’s doesn’t need to be extensive, as sometimes less is more. It does however need to make sense to a potential customer and offer enough of a product variety to cover mattress types, feels & price points.
Are there any exciting developments or future plans you can share?
We are currently preparing for our INDX Bed show, which will showcase the launch of a number of fantastic exclusive ranges from our preferred suppliers, as well as the launch of our new Dreamworld Collection.
Favourite piece of furniture?
My bed, of course!
Emma Rackley – Director of Home
Can you share an overview of your role?
My role is to manage the team to drive and deliver the Home strategy, alongside looking for new product innovations, new suppliers that complement our mix, supporting our Members through the retail challenges and curating a show proposition that continues to evolve.
What is your overall strategy for the furniture category, and how do beds fit into that vision?
A primary focus is always to create something unique and exclusive for our Members – product designs, new ranges or promotional deals. Exclusives play a major role within the beds category and are always well supported by our Members, so it makes complete sense to leverage our own brand Dreamworld to solidify that exclusive proposition.
How do you balance innovation with meeting the traditional needs of independent retailers?
It is important to ensure that we are always innovating, but innovation can take many forms, it could be the approach we take, the specifications of products, the look and feel of the product or the way the products are marketed. Each of these components can flex to suit the needs of the retailers we are targeting, so there is a comfortable balance between striving for more and what is understandable and appealing.
Why are beds such a crucial category for independent furniture retailers?
As a category it has proven to be more resilient in challenging times but alongside that is the potential to demonstrate product knowledge and expertise, as an independent retailer it is important that the bed sales team are elite at demystifying the category to customer and holping to solve their sleep needs, this will help them stand out across the bed market. Customers leave knowing they have the perfect product for them.
What competitive advantages do independent retailers have in selling beds compared to national chains?
A personalised customer experience. They can really spend the time understanding the customer’s needs. This results in customised product recommendations. A relaxed selling environment combined with a great after sales support enhance the customer experience.
They are able to offer a unique product offering, honing in on their local market, but also being able to change the range quickly and react to customer demands. The Dreamworld collection and our product exclusives enable them to feature products not available in the national chains and give them a unique value proposition.
How do you ensure that your mattress and bed offerings align with what independent retailers need?
We have spent a lot of time talking to our Members to ensure we fully understand their needs, but have woven that in with the wider market insight we can access to understand where the market is moving to. We have endeavoured to understand what market segments our Members occupy and what are important factors to those groups.
How has the relationship between suppliers, brands, and independent retailers evolved in recent years?
We always strive for a collaborative relationship with our suppliers and Members, it should feel like a partnership with common goals, if we are really clear with each other what the goals are and define the path to achieve them together the success rates are far higher.
AIS
UK and Irelands leading buying, services and events group for independent retail across furniture, fashion and leisure.
