Adapting to changing market requirements
Briody Bedding is placing increased emphasis on producing exclusive ranges building on its decades of experience in the furniture business
The fact that Briody Bedding in Co Meath controls all aspects of the manufacturing process in-house enables the company to carry out research and development and bring out its own new products as a result.
At its production plant in Ballinrink, the company makes the spring unit and other components that go into the beds, so it has control from the raw materials right up to product delivery. This year it is developing a new spring interior and will produce an exclusive range of mattresses for its furniture retailers across the country incorporating this innovation.
“We are working closely with our customers this year in relation to developing mattress ranges exclusively for them,” says David Briody, director of Briody Bedding. “We ask what consumers are looking for and develop a range for them meeting their specifications and price points. In this way, we complement our standard range with specific, tailormade products.”
Briody Beds’ mattresses range from the traditional Bonnell innerspring unit up to the more luxurious pocket spring interior with natural upholstery layers.
Benny and Brid Briody started their bed company in 1974, producing about 15 beds a week. Now run by their three sons, David, Martin and Brendan and daughter Bridget, Briody Beds is dealing with about 1,000 units a week and employs 50 people.
At Briody, most bedding is manufactured to order. The company has adopted ‘just-in-time’ production techniques to more efficiently serve its dealers’ and customers’ needs. Most orders are scheduled, produced and shipped to retail warehouses within 72 hours of receipt.
As well as distributing to all major furniture retail outlets across both the Republic and Northern Ireland, Briody Bedding has branched out to supply hotels. “We have had great success with hotels as we manufacture specific mattresses for them that must meet strict regulations,” says Briody. “The hospitality industry has performed strongly over the past 18 months and we see this continuing into 2018.”
Briody Bedding is facing the challenge of Brexit head-on having come through the recession and managed to compete against cut-price bed importers over the years.
“It is hard to prepare for something that nobody knows anything about,” says Briody. “What we have noticed is the increase in raw materials coming from the UK, so we are being proactive in sourcing these raw materials from the eurozone so we can keep our prices keen for our customers in 2018.”
“We are working closely with our customers this year in relation to developing mattress ranges exclusively for them”