Stanley Ramps Up Young America in China

November 17, 2008  by in UnCategorized   

By Home Furnishings Business in Youth, Juvenile Furniture on November 2008 In a time when more furniture manufacturing moves off shore, case goods vendor Stanley Furniture, Stanleytown, Va., has revved up efforts to build business for its mostly U.S.-made Young America line among upscale shoppers for youth bedroom goods in the People’s Republic of China.

At a news conference last summer, Vice President of International Sales and Clare Zhang, chinese sales representative and a furniture retailer, held a press conference to communicate the brand’s business objectives.

“First and foremost, we wanted the press conference to serve as a vehicle to establish the credibility and history of the brand and Stanley Furniture Company since its founding in 1924,” Miller said.

The conference also helped Stanley differentiate its brand from other infant and youth furniture lines in China.

“We used the conference to emphasize Young America’s key brand tenets--safety, quality and functionality through the concept of ‘Built to Grow,’” Miller said. “Safety is one of the primary concerns among China’s upper class, largely the market purchasing these products. Plus, Young America products transform over the lifetime of the child, so it makes sense that investment in quality, timeless furniture has become a key selling attribute to Chinese parents.”

Miller added that Chinese consumers are very interested in brands, especially those from America.

“What makes the Young America story so powerful and unique is that the majority of the products are actually produced in the U.S.A.,” he said. “This attribute truly separates Young America product lines from other competitors in the Chinese marketplace today.”