Steve Payne, Head of Feather & Black – part of the Dreams Group, talks about how the brand continues to grow, future product expansion plans and why customer support is so important.
Meet Steve
I am responsible for managing and improving the overall performance of Feather & Black, including brand strategy, operational activities and partnerships to ensure our success in the furniture and furnishings market.
Recent investments?
Since acquiring the brand, Dreams has made significant investments to enable us to have a real presence. Today there are eight Feather & Black franchises across the Dreams store ownership.
To meet our customers’ ever-changing needs, we continually invest in the brand, both in our diverse range of products, and in terms of the technology we use to serve them, both online and in-store.
Using current data, insights and a deep understanding of consumer trends, we invest in high-quality materials and introduce new collections that we know our customers will love.
Our buyers have a good understanding of who our customer is, offering leading collections such as Charlotte and Jacobs. Both add something new and innovative to our very popular classic collections such as the Sienna and Oliver Bed, a long-standing favorite and best-seller.
When it comes to customer service, our employees are our biggest asset. In store, our retail associates are as passionate about our collection as I am, fully armed with every detail about the collections they sell and dedicated to delivering exceptional customer satisfaction.
Online, ensuring the user journey is as seamless and simple as possible for our customers is crucial. Our offerings are clearly defined, but very similar to the Feather & Black brand style, and delivered in a distinctive way. We aim to make every part of the selection, ordering and delivery process as easy as possible. For example, customers can reorder their delivery very quickly on our website, at no additional cost.
We provide customers with instant support using the latest and most trusted customer support software and extensive support through a team of customer service representatives based at our head office in Buckinghamshire.
Future plans?
We are constantly updating the range with new and distinctive ranges and pride ourselves on our unique products which set our brand apart from other furniture retailers, online or on the high street. We are also keen to explore new channels and innovative methods to market our beautiful products to a wider customer base.
Our recent partnership with Next Plc, where we have joined forces to offer a curated collection to Next shoppers, has already proven a great success. This has been a historic step for the company, and we are excited to see how this partnership continues to flourish.
what is your mission?
Our mission is to expand our product offering beyond the bedroom and develop the collection into a wider furniture range. Just look on social media to see a growing number of decor enthusiasts looking to make their homes cozy and stylish with the latest trends. We want to support this with our beautiful product collections that are built to last. There’s nothing like seeing a piece or collection celebrated either on social media or in the media.
Regarding sustainability, what is your work on this topic?
Like many brands, we are also committed to becoming a more sustainable business. As part of the wider Dreams Group, in 2023 we achieved eight consecutive years of sending zero waste to landfill and have recycled 83% of all our plastic packaging, but we know there is more we can do.
In 2024 and beyond, we will continue to make progress with our partners to do the right thing for our planet, our customers and our colleagues.
How was the recent work?
We are working in difficult times. The cost of living crisis continues to impact the way we live, but we find that people still want to shop, perhaps buying fewer but higher quality pieces. Customers are also shopping more strategically and intelligently, taking advantage of seasonal offers. As a company, we do everything we can to support customers with compelling offers, attractive payment terms and offering interest-free credit on purchases.
What challenges are you currently facing and how are you overcoming them?
As a niche brand, we face brands that can appear on TV several times a year, and invest heavily in marketing.
We know that the quality and style of our products stand out, so we use our experience to be strategic about the marketing channels we choose to reach customers. A good understanding of our customers’ DNA means we can be dynamic, agile and reactive when necessary.
Do you have any employee who you would like to give special thanks or appreciation to and why?
There are too many team members to appreciate their efforts individually, because at Feather & Black, each member, during every stage of the customer journey, plays a vital role and is greatly appreciated. I’m lucky to work with such a supportive and close-knit team, who have the same passion for the brand.
Why do you think customers choose your business?
We are a product and business people first. We’re extremely passionate about both, offering the best quality products and exceptional customer service, including consistent 5-star reviews across Trustpilot. From the point of purchase, we care about our customers, with clear, concise communication until their product is delivered, whether that’s via phone, email or text.
From offering convenient appointments to calling on the day of delivery to ensure everything is in order to receive their purchases. Our drivers not only deliver the product, they take the product to the designated room and can also provide assembly support if needed.
We believe these elements are vitally important to our customers, to ensure they have the best possible experience, and we do everything we can to prevent customer disappointment and be proactive should it arise.
We truly believe that the experience of owning a piece of Feather & Black furniture should be perfect, right from the beginning of their journey with us.
www.featherandblack.com
