I was always taught that the last resort strategy was diversification, especially when there was sales scope to sell more of your core product. Unless of course you can sell a new product to your existing customers, in which case it’s a bit less risky.
So I was fascinated to read where Bentley is taking its brand in 2014 – from its stunningly beautiful luxury cars into luxury home and executive furniture.
So for others with a love of curious strategic plans, including MBA students of course, here is a classic case study for you to chew over.
Where Bentley is at in 2013
Bentley Motors’ headquarters in Crewe is home to all of its operations including design, R&D, engineering and production of the company’s three model lines, Continental, Flying Spur and Mulsanne.
The combination of fine craftsmanship, engineering expertise and cutting-edge technology is unique to UK luxury car brands, not just Bentley.
However Bentley is a great example of high-value British manufacturing at its best, employing around 3,700 people at Crewe. In 2013 one in every four luxury cars delivered to customers worldwide was a Bentley representing 10,120 cars and an impressive 19% growth over 2012.
The Americas remain Bentley’s most successful sales region, followed by China and then Europe.
We’re talking about a mind boggling global operation servicing 200 dealerships in 54 countries.
Where Bentley is heading in 2014
In addition to its core automotive business Bentley Motors is now diversifying into luxury home and executive furniture after a trial collection was successful in 2013. This has now been extended, designed and manufactured in collaboration with Luxury Living Group, one of Europe’s leading furniture makers based in Italy.
Subtle, functional, comfortable and luxurious furniture we’re told it oozes sensual quality. If so, this paragraph from their recent Press Release may not do this sufficient justice in my opinion.
“The combinations exalt the use of tactile leather and sensuous textiles. Hints of male attire, pinstripe or houndstooth, are introduced into sophisticated velvets and the lightest of cashmeres, crafted with three-dimensional patterns. Utilised in the upholstery, they are also woven as novel and precious carpets – hand-knotted, made of fine wools, silk or pashmina – as well as refined blankets hemmed in mink. Finely crafted leather upholstery – with its signature quilted diamond pattern or elegant padded texture – further enhances the collection’s pieces.”
Clearly this is a bold strategic move as Kevin Rose, Bentley’s Sales & Marketing Director explains…
“The Home Collection embodies Bentley’s emergence as a modern high luxury brand. It combines sophisticated materials with contemporary design and the ultimate in bespoke craftsmanship. This is an exciting development which captures the shared values of Bentley and Luxury Living, with unrivalled attention to detail and a stunning translation of the timeless style of the brand into home and executive suite interiors.”
Bentley’s luxury furniture range
The range is now on display at the Maison & Objet Fair in Paris and comprises the following pieces, described by Bentley not me.
MINSTER SOFA
Harmonious shapes and flowing lines are highlighted through the subtle proportions of the arms with their unique curve. Available in leather or fabric, the body and seat come in distinguished purple-red velvet matched with burgundy velvet piping along the edges.
BUTTERFLY SOFA & ARMCHAIR
Butterfly, the new system made up of sofa and armchair, masterfully interprets Bentley’s style values. The deep, plush seat is encased in a shell quilted with Bentley’s iconic diamond pattern. The geometry of its side neatly reaches outward, providing a contemporary touch that reflects is cosy yet dynamic form. The sofa is in distinguished ivory leather and the armchair in pinstriped fabric, quilted in fine, grey wool.
RICHMOND BED
The Richmond bed exemplifies the supple elements and stylistic principles characteristic of the line. Unrivalled comfort is created by its roomy design in which the masterfully crafted materials play a prime role. The unique and elegant double shell – covered in quilted leather or precious briar root – encompasses the headboard lined with iridescent sand-coloured satin wool. The finish is enhanced by the finely embroidered Bentley logo.
AMBASSADOR SIDEBOARD
The Ambassador sideboard is shaped in line with modern architectural themes in a majestic design highlighting its elegance and originality. The supple expressiveness of its steel gun-metal structure, matches perfectly the fullness of the container module covered with lava-coloured leather, briar root or Ebony Macassar veneering.
HARLOW ARMCHAIR
Harlow is the reinterpretation of the iconic film director’s chair, with a sophisticated and firm structure. The linear steel gun-metal base upholds the seating, made of cognac-coloured leather with a tufted manufacturing process in the internal part. The metal buckles with leather bands applied on the armrests references typical masculine style points.
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Clearly the early test collection was successful, Bentley employs expert craftsmen in this area and this range is a masculine one so not marketed at women or those who can’t afford to buy a Bentley like me. So I’m a bit baffled by this sideline if I’m honest. But to reflect its ‘to die for’ automotive brand values I’d have expected Bentley to employ more inspirational photography, at least, as part of their marketing campaign to make me want to own a piece one day…
As is, their latest Press Release doesn’t shout Bentley elegance to me but as I’m not a furniture marketer I’ll watch their progress with interest during 2014.
FOXY
PS: How I’d love to see the research confirming the price these Bentley branded pieces of furniture will command in (male) Boardroom suites in China and the Middle East.