Devon Duvets is a family-owned, family-run business that has been handcrafting British wool-filled soft bedding in its workshops on the edge of Dartmoor for over 15 years. The company was founded by husband-and-wife team, Dick and Pauline Beijen (pictured), who decided that they wanted to create a business built, from inception, on the principles of sustainability through modern ethical practices, responsible sourcing and a circular economy.
To succeed, Dick and Pauline knew that they had to plan for the long term, with steady, sustainable growth, rather than going down the route of becoming middlemen, wholesalers or ‘box shifters’ with a quick profit as their goal. They also wanted to create a business for their children to join in the future. In 2008 they had their own smallholding, with a flock of sheep, and having already started to make small craft products with their wool, they saw an opportunity in the market for wool duvets. They spoke to several local farmers about using their wool and discussed the difficulty farmers often encountered in making a profit on their shorn fleeces. This led to months of research and the eventual creation of the UK’s first individually handcrafted 100% British made, 100% British wool duvet - which would support British sheep farmers as well as being an eco-friendly product. Over the years, they have worked closely with British Wool (formerly the Wool Marketing Board) on a new wool traceability scheme, to give their supplier farmers a higher than market price for their fleeces.
The Devon Duvets approach to management and leadership was built into the business model, to create a business that is flexible and more democratic. Dick Beijen says: “We knew it was important to look from the inside out as having a happy team equals efficient and effective production, especially when everyone believes in the products they are making and are proud of them. Our staff are involved in the decisions about how and what we use to make our products, so they are committed and environmentally conscious. The whole team is encouraged to play a role in the creation of new products. The overall result is that our customers benefit by having access to skilfully made, high-quality bedding crafted with genuine care that will help them achieve a better night’s sleep.”
Understanding the soft bedding market and the many benefits of wool as a filling was, and remains, fundamental to the success of the business as well as the genuine desire to help people sleep better. However, it has always been important to drive this through responsible business practices, combined with their modern approach to leadership, to ensure a low carbon footprint through the sourcing of sustainable materials and packaging, manufacturing locally, and establishing a circular economy. Managing Director, Dick Beijen, explains: “As a business, we believe it is our responsibility to set an example by providing the market with responsible choices for the consumer so that we drive the process and not the other way round. It must start with us.”
This is reinforced by the company’s zero waste policy and ethical auditing, for which they have achieved Sedex certification. They clearly state that they will only do business with suppliers who echo their commitment to sustainability and ethical practices. Their wool is cleaned and needled in traditional British mills, without the use of chemicals. When the wool arrives at the Devon Duvets workshops, it is encased in cotton fabric, woven to their strict specifications, using cotton fibres certified by Better Cotton. This global initiative supports better environmentally friendly and socio-economic cotton farming practices. Even during the making process, nothing goes to waste, as cotton fabric offcuts are used by another business to make linings for gloves, wool roll ends are fluffed to make smaller products and scrap wool is composted.
Devon Duvets have a team of professional seamstresses in their own specially built, energy-efficient building, which gives them a high level of flexibility for creating product ranges, many of which are award-winners. Dick adds: “We manage and are hands-on at every stage - from sourcing through every step of the crafting process and to packaging and dispatch. We don’t overinflate our prices and offer a luxurious product at a reasonable price. We constantly strive to meet and improve on our goals to help people sleep better and continue to offer our award-winning customer service. We’re also proud of being the only UK duvet company that has been awarded membership of the Guild of Master Craftsmen.”
Devon Duvets believe that their marketing approach has many unique elements that makes them stand out from their competitors. Raising awareness is obviously paramount to the brand, but it is done in a way that comes from a genuine desire to inform, inspire, and educate. They believe that today, where there is so much stress in the world, there is room for a gentler approach, and this resonates with customers. Director and co-founder Pauline Beijen says: “We want our customers to be a part of our journey, so although we do use some more traditional sales approaches, we imbue this with more personal elements that reflect who we are and how important our customers are. For example, our bedtime stories, which are free and available to anyone online, all carry messages about our commitment to the environment, the importance sleep to our health and embodies the care and kindness we infuse in our products.”
A major aspect that has been important to the company’s marketing efforts has been the inclusion of the Made in Britain Mark within their business, and on their products and packaging.
Pauline continues: “Joining Made in Britain was an important step for our business. We are delighted to take our place alongside other fantastic UK manufacturers who, as well as making quality products, are united with the use of the registered collective mark. Now more than ever, this is so important, and the official Made in Britain mark is an instantly recognisable brand. We are honoured to be in such good company!
“As a business, we do tend to be rather modest about our achievements. We don’t want to brag about who and what we are but in today’s economic climate you have to stand out – and stand by your founding principles - so getting the right balance in our communications can be a challenge.”
By Made in Britain 9 months ago | From members