BHS joins the GBF Campaign

 

British Home Stores have joined the BFM's Great British Furniture campaign.

 

The campaign will be promoted in the 17 Home Stores around the country, with a further 2 due to open in the coming weeks.

 

Each store will have a window display and 2 room sets dedicated to products from those manufacturers involved in the campaign.

 

BHS Furniture Buyer Lisa Broad confirmed,

 

“We are delighted to promote the campaign throughout our stores and believe that advertising the fact that we stock a good percentage of British manufactured furniture will give us a unique selling point over our competitors.”

 

BHS have made a conscious move from just leather sofas to including more and more fabric in their offerings and this has been well received by consumers. With the introduction of upholstery ranges from Alstons , the British offering now extends to Buoyant, Westbridge , Ashwood , Ashley Manor and Corndell – all of whom are involved in the campaign.

 

BFM Commercial Director Adam Mason is happy to partner the campaign with its' first multiple retailer;

 

“The exposure generated by partnering with BHS will be a great fillip for the campaign. Every year we have developed significantly and we now have more manufacturers, more retailers and more consumers interested and involved in promoting and supporting Great British Furniture.”

 

Further developments are planned for 2011 too. The advertising budget is being increased by 50% and a retailers ' directory is being added to the website that supports the campaign. Mason explains;

 

“With more manufacturers involved, the advertising pot increases accordingly and 2011 will see more national advertising than ever before. Our analysis of previous years confirms that the advertising does work in driving consumers to the website and the more we spend, the more consumers visit. It is therefore now essential that we introduce a retailers ' directory onto the site so that a consumer, having seen the advert and visited the website, can now , not only view the manufacturers involved and their products but can also then find a retailer from whom to make a purchase. If a retailer stocks product from a minimum of 6 of the manufacturers involved in the campaign then they are eligible to be in the retailers' directory.”

 

If you would like further information on any aspect of the campaign, please contact adam.mason@bfm.org.uk