Sofa Workshop is Taken to New Heights
More than a few eyebrows were raised when it was announced that the 32-store Sofa Workshop chain had been snapped up by New Heights, a fast growing but relatively new player on the furniture scene. Together the two brands -- both aimed at the middle to upper end of the UK market -- have more than 50 stores across the country, including a strong presence in their West London heartland, and have become the rising stars of the retail world.
(PRWEB) July 13, 2007 -- More than a few eyebrows were raised when it was announced that the 32-store Sofa Workshop chain had been snapped up by New Heights, a fast growing but relatively new player on the furniture scene. Together the two brands -- both aimed at the middle to upper end of the UK market -- have more than 50 stores across the country, including a strong presence in their West London heartland, and have become the rising stars of the retail world.
New Heights has made its name by offering design savvy customers beautifully made solid wood furniture for the bedroom, dining and living room. Founded in 1999, the company has found a strong appetite for its furniture. It was the fastest growing high street retailer in the Virgin/Sunday Times Fast Track in 2004. In 2005 it won the coveted 'Best Consumer Experience' award at the UK furniture awards.
"We just loved the Sofa Workshop brand and had admired it from afar for many years," says Toby Ash, New Heights co-founder. "We jumped at the chance of buying it when the opportunity arose. It's such a great fit with New Heights."
In terms of customer offer, both brands have a similar philosophy -- lots of choice, high levels of personal service and a commitment to fine craftsmanship. If you pop into your local Sofa Workshop you can choose from hundreds of fabrics and leathers and some models can even be made to your own dimensions. All are guaranteed for at least five years.
At New Heights, most tables come in a choice of solid woods, in an oiled or lacquered finish, and in any size you want. Many of the bedroom ranges come in a choice of woods such as walnut, oak, cherry and maple. All pieces are made using premium solid woods and the very best joinery techniques.
"Virtually every piece of furniture at both Sofa Workshop and New Heights is exclusive to us," explains Ash. "We are the first point of call for stylists and interior designers who are looking for the latest trends."
Design savvy and quality obsessed they may be, but value for money remains at the heart of the retail proposition. "The reason we set up New Heights is that we were frustrated consumers. The flat pack furniture we bought when we first moved in quickly disintegrated. We wanted furniture that was well made and well designed, but not outrageously priced. We actually found it so difficult we ended up doing it ourselves," says Ash.
You can spend serious money at both brands for a top of the range designer piece. However, they also offer ranges that suit the pocket of today's cash-strapped first time buyer.
So what does the future hold? "We are just really focused on developing and growing both brands," comments Ash. "We just love designing and sourcing new ranges and working with great craftsman to get them made. This is what it's all about and makes Sofa Workshop and New Heights stand out from the rest of the crowd."
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