填空题 CHIEF EXECUTIVE’S REVIEW
The prime focus for management recently has been the integration into the Group of
Damon Beds. This acquisition is very much greater part of our strategy to grow our
41 presence in the UK branded furniture market. We are neither convinced that
42 leveraging the proven brand management expertise of which we are proud is the
43 optimum route to continued and sustainable growth in shareholder value. Overall,
44 sales grew more quickly than 9%, to reach ￡125 million. This represents a small
45 increase in market share such as our strategy to build share in growing, added value
46 sectors gains momentum. Our established brands had another excellent year with
47 volumes and turnover at record levels. While we have increased capacity to cope with
48 significantly increased demand, boosted by the return to television advertising in early
49 last year. The purpose of the campaign is how to reinforce our position as the UK's
50 leading volume bed business by improving brand awareness still further on and, more
51 importantly, communicating to consumers regarding the message about the uniqueness
52 of the product and yet the benefits and reasons for choosing our beds. Early
indications show that the campaign is already having the desired effect.