Fou furnishings

"This was our second full year of trading so the sales are growing, particularly in the hospitality sector. To remain competitive, we have operated tactically in the consumer market, offering discounts during traditional ‘sale periods’ and wholesale prices to attract smaller enterprises internationally."

Stephanie Fou tells us more...

Company profile

Fou furnishings launched in late 2008 selling high quality organic bed linens, online and mail order to the UK consumer market. Since then product range, geographic markets and sales channels have grown to encompass baby and children’s bedding, bath linens and eco gifts -  including own bath and body products. Today the business sells through retail and wholesale internationally to other eco retailers, designers and a growing number of hospitality establishments.

How has the last year been for your business?

This was our second full year of trading so the sales are growing, particularly in the hospitality sector. To remain competitive, we have operated tactically in the consumer market, offering discounts during traditional ‘sale periods’ and wholesale prices to attract smaller enterprises internationally. Our key focus for next year is the hospitality and spa markets.

What do you think are the key challenges of today’s organic market?

Organic cotton in the UK is currently a niche, premium product mostly sold by small to medium enterprises, although larger players exist internationally. Suppliers want to work with large, regular minimum orders and the challenge is to grow scale which requires selling more product to different markets and grow beyond the very niche.

We know that around 30% of consumers would consider purchasing products which have been ethically and sustainable sourced. Consumer understanding of the benefits of organic textiles is still very low with organic textiles. Products are perceived as harsh, itchy and unfashionable – the very antithesis of what our bedding aspires to be.

As in the mainstream consumer market, different products suit different segments of the market – right through from the budget to premium. For us it’s about getting the right product in front of the right consumers.

What needs to change in the organic industry to address these challenges?

The retail organic textile market and supply chain is very fragmented in what is essentially a very concentrated and sophisticated market.

Market growth could be stimulated through more consumer pull - rather than supplier push. We need to create products that consumers want to buy because they are well designed, durable, contemporary and ethical.

To bring about a greater understanding and awareness, the organic industry needs greater commercialism. To work with different sized players in the supply chain who understand the consumer market and its perception of organic. Although not for all,  commercialism will begin to help the organic textile market’s potential in reaching scale.

What does the future look like for your business?

I am planning for growth through international sales and selling to the hospitality market - sustainable sourcing is very popular with Hoteliers right now. As well as increasing understanding of this market, I will be working towards strong proactive selling, while investigating new markets such as the ‘eco build’.

To find out more about Fou furnishings visit www.foufurnishings.com