Wilcare expands express chair range to help mobility dealers maximise sales opportunities
British-made rise and recline chair manufacturer Wilcare has expanded its Signature Express chair line-up, giving mobility dealers faster access to a wider choice of traditionally styled, handbuilt chairs.
The Wales-based manufacturer, which celebrates its 25th anniversary this year, has further developed its Signature Express range to support dealers with rapid turnaround, flexible choice and dependable British manufacturing.
With founding Managing Director Anthony Kiff and Operations Director Paul Howell at the helm 25 years later, Wilcare’s enhanced Express offer now includes 30 chair variations, with despatch options ranging from next working day to a maximum of seven working days.
Working closely with General Manager Gavin Wilson and Sales Manager Stephen Stock, the company says it has continued to develop its product range and production processes to help retailers respond quickly to customer demand, without the delays often associated with made-to-order furniture.
Available as part of Wilcare’s Signature range, Signature Express gives customers a choice of two rise and recline actions: 2 Motor 3 Way and 3 Motor Tilt-in-Space.
The range is designed to provide mobility dealers with a simple, practical and commercially attractive way to offer customers greater choice, while still benefiting from fast fulfilment.
Based just outside Cowbridge in the Vale of Glamorgan, Wilcare operates from its own woodmill, chair assembly and upholstery facility, giving the company close control over quality, production and delivery schedules.
According to Wilcare, British manufacturing is central to the company’s ability to offer responsive, just-in-time fulfilment to its dealer network.
To further refresh the Express offer, Wilcare has also introduced a new choice of five Luma domestic-grade fabrics, providing stockists with a modernised fabric selection for customers seeking both comfort and style.
The Signature range was originally introduced to simplify the specification process for rise and recline chairs.
Rather than requiring dealers to navigate multiple model names for different chair styles, Wilcare brought its traditionally designed chairs under the Signature name, supported by interactive Comfort Builder order forms. These allow retailers to configure products quickly and accurately.
For customers requiring greater personalisation, the wider Signature collection is also available through Signature Select, Signature Finesse and Signature Lounge options, with despatch on made-to-measure chairs available within 20 working days.
Stephen Stock, Sales Manager at Wilcare, said: “We work closely with our stockists to ensure we remain in step with their sales needs. In today’s highly competitive marketplace, we believe the ability for dealers to secure and satisfy customer sales opportunities with confidence and quickly has never been more important.
“As a British manufacturer, we are ideally placed to offer rapid turnaround through our just-in-time manufacturing systems, while also providing accessible technical and sales support. In an age of call centres and AI bots, we believe dealers still value the ability to pick up the phone and speak directly with our factory-based team.
“We are also always happy to travel and meet our dealers in person. You simply cannot beat that personal approach when it comes to developing strong, long-term relationships with stockists.”
For further information contact Stephen Stock, Sales Manager, Wilcare Furniture by calling 01446 772 227 or 07508 996175, or via email on Stephen@wilcarewales.co.uk.
