Stanley's youth line connects with Chinese
By Thomas Russell -- Furniture Today, 12/1/2008 12:00:00 AM
BEIJING — Stanley Furniture says its Young America line is resonating among Chinese consumers seeking U.S.-made product that is both safe and well designed.
Stanley launched Young America earlier this year in three Homexcel stores here operated by Clare Zhang, who also is Stanley's rep in China. Zhang has carried Stanley product in her stores since 2006.
She said she considers Young America's design to be “outstanding among all the kids' furniture available in the China market.” Zhang added that safety and quality associated with U.S.-made products are a big selling point with Chinese consumers.
“Chinese parents are extremely careful about the safety of furniture for their children,” she said. “Wood construction and safe finishes are very important to them. Many parents will pay for safety.”
The Beijing stores range from 1,800 to 3,000 square feet and devote between 600 and 900 square feet to the Young America line, said Brad Miller, Stanley's vice president of international sales and special markets.
The locations show the Young America and Stanley logos, including a photo of a child hoisting up an American flag. The stores also tout various safety features of the Young America brand.
Miller said that the products have the same style and scale as those sold in the U.S. They are marketed under the company's “Built to Grow” framework of products geared to infants, toddlers, tweens and teenagers.
Young America was officially launched at a press conference in June, about two months before the Beijing Olympics.
“There are not many high-end brands of children's furniture in China,” said Miller. “This is a niche we can sell.”
He declined to reveal sales figures for Young America in Beijing, but said it is doing well enough that the company plans to expand the brand to other cities in China.
International sales represented about 6% of Stanley's total volume of $282.8 million in 2007. Miller said the 2008 export figures may be slightly higher, partly due to growth in China.
“I think long-term, China has great potential,” he said, noting that there is buying power among the upper class and the growing middle class.
