Shire Beds continues to strengthen its reputation as one of the UK’s most trusted and forward-thinking bedding manufacturers, capping an “outstanding” year as one of the three finalists in the Bed Industry Awards’ Manufacturer of the Year category at the Bed Show.
“This achievement reflects the company’s ongoing commitment to innovation, operational excellence, and retailer-focused solutions,” says Shire, which supports over 200 independent furniture and bed retailers through its exclusive ‘Brand Behind Your Brand’ white-label programme, with collections designed to help retailers achieve better margins, stronger brand identity, and long-term growth.
The Capri and Ravello Collections, where Shire’s white-label story began, remain stand-out performers. Crafted with natural materials and hand side-stitched, pocket-sprung construction, these double-sided mattresses “match the quality of leading branded alternatives while offering exceptional value”, says Shire. Now with a 10-year guarantee, they continue to deliver impressive sales and retailer confidence.
In line with this, the Artisan and Boutique ranges of divans and headboards also now carry a 10-year guarantee and are available in six additional colourways, allowing retailers to offer fully co-ordinated bedroom solutions.
At the Bed Show, Shire Beds’ stand showcased its full white-label portfolio, featuring seven distinctive collections that combine comfort, performance and retail versatility. Visitors were particularly drawn to the Tencel and Bamboo Hybrid range, featuring foam-encapsulated borders and pocket springs (1000, 3000 and 5000). Each model includes high-density, pressure-relieving viscoelastic foam infused with gel bead technology for advanced comfort and temperature regulation.
Complementing this innovation, Shire Beds’ Cool Nytz Collection continues to address growing demand for temperature-controlled sleep, while the Solitude range offers a sustainable, chemical-free option for eco-conscious consumers. For premium buyers, the Verona and Sienna collections blend wool, silk and cashmere, delivering luxury and craftsmanship.
Retailers praised not only the quality and comfort of Shire Beds’ products but also the flexibility for own-label branding, giving partners control over pricing, margins, and in-store differentiation.
“The response to our products at the show was phenomenal,” says director Fara Butt. “Retailers loved the combination of modern styling, sustainable materials and white-label opportunity. Being recognised among the top-three manufacturers nationally validates our approach and our team’s hard work.”
Behind the scenes, Shire Beds has experienced a year of strategic growth, expanding its workforce by over +30% and reinvesting more than £250,000 in advanced machinery and automation. These investments, along with new staff development initiatives, have enhanced quality, scalability and sustainability.
Operational improvements, including short delivery times and a no-quibble returns policy, have further strengthened customer trust and demonstrated Shire Beds’ commitment to reliability and partnership.
As Shire Beds looks to the future, the company remains focused on innovation and retailer success. Through its ‘Brand Behind Your Brand’ initiative, partners gain access to bespoke PoS materials, merchandising support, and co-ordinated bedroom solutions to drive profitability and brand growth.
A redesigned website, launching later this year, will showcase the complete product portfolio – including Capri, Ravello, Cool Nytz, Solitude, and luxury collections – while enhancing digital engagement and customer support.
“Recognition at this level is about more than awards – it demonstrates that quality, innovation and partnership deliver real business results,” adds Fara. “Our focus remains on helping retailers thrive while setting new standards in comfort, sustainability and performance.”
With a growing product range, modern design ethos, and dedication to partnership and excellence, Shire Beds says it “continues to shape the future of the UK bedding industry”.
Pictured: Verona 2000
