Magheralin-based business Bedeck is launching a new lifestyle brand, Murmur, and creating 14 new jobs with support from Invest Northern Ireland.
Murmur is aimed at growing Bedeck’s share of the UK interiors marketplace and expanding its sales into new markets internationally.
Invest NI has offered Bedeck £99,800 towards the marketing costs of its Murmur brand launch and to support the creation of the new jobs.
Grainne McVeigh, Invest NI’s Director of Consumer Products said: “Invest NI support is encouraging one of our most successful bedding and interiors companies to introduce an exciting new brand concept with an associated new range of products.
“This investment is a major strategic step for Bedeck which will add value to the business and also grow employment over the next three years. The new jobs will generate over £200,000 in additional salaries and ensure Bedeck is positioned competitively to take advantage of market opportunities.”
The 14 positions include a range of roles in IT, Customer Services, Dispatch and Design.
Joint Managing Director, Gary Irwin, said: “Our new Murmur brand meets an identified gap in the market and takes us outside of our traditional Bed & Bath product categories, for the first time, with a range of home furnishing products including textiles and tableware. With assistance from Invest NI we are focused on further increasing our scale in the UK interiors marketplace and further afield.
“Maison & Objet Paris was the backdrop for our launch which kicks off an intensive 18 month marketing campaign to start to build brand awareness and secure new sales. Invest NI support has enabled us to accelerate this new chapter for the business and proceed with the full marketing costs and planned recruitment.
“We aim to secure over £1m in additional export sales over the next three years and enhance our reputation as a market leader in the UK, with our portfolio of 12 plus brands.”
Murmur has been designed and sourced from the company’s head-office and will be available to purchase online, as well as Bedeck stores and selected outlets.