Original designs drive Camerich's global growth

SHANGHAI - High-end domestic furniture brand Camerich Furniture is accelerating its globalization process and plans to have 200 overseas specialty stores by the end of 2016, according to the company's top executives.

The brand, owned by Beijing Triumph Furniture Co Ltd, on Wednesday launched its global concept show at the 17th China International Furniture Expo in Shanghai, the first of its kind in the nation's furniture industry, in an effort to showcase China's original design and high-quality products to the world.

"Due to the company's fast-growing overseas sales volume during the past few years, we expect to open more overseas specialty stores in the next five years, and the number will hit 200 by 2016," said Fu Haijun, founder and general manager of Camerich Furniture.

Sales rose at an average annual rate of 30 percent during the past six years, Fu said, adding that the growth rate would be steady or even higher over the next five years.

As of end-August, Camerich owned 29 overseas specialty stores in 20 countries including the United States, the United Kingdom, South Korea, Australia, Belgium and Singapore, according to the company.

Dream homes

"Design is the soul of a brand. This concept furniture show, with designs inspired by consumers' dreams about their houses" will create more international opportunities for Camerich, Fu said.

China is the world's largest furniture exporter, but it lacks globally recognized brands, experts said.

Furniture exports grew 30 percent in 2010 to $33.72 billion, accounting for one-fourth of the world's furniture exports, according to the China National Furniture Association (CNFA).

"The transformation from 'made in China' to 'designed in China' is crucial for Chinese furniture companies and the whole industry in the next 20 years," said Zhu Changling, CNFA director-general.

Camerich Furniture set an example for China's furniture industry and contributed to its sound and sustainable development, said Zhu.

Wang Yanning, brand and marketing director of Camerich Furniture, said that the company's concept furniture show was inspired by the relationship between people and the environment, providing a concept of a future life of quality with imagination.

"We hope this concept show will bring a breath of fresh air to China's furniture industry and we hope we can use our efforts to inspire people to think about the importance of branding and the value of original design," she said.

China Daily

(China Daily 09/15/2011 page15)