Benton Named Group President of South Asia Furniture Manufacturing

September 12, 2016  by Jane Chero in Business Strategy, Industry   

He reports to Jacob Kuo, owner and chief executive.

Benton was previously the founder, President and CEO of case goods resource Folio21, and has served as president of CR International, a subsidiary of Chromcraft Revington, as well as President and CEO of Powell.

His career in the home furnishings industry also includes extensive retail experience with nearly three decades in various management positions at Levitz Furniture.

“Bill’s experience as a manager on both the manufacturing and retail sides of the business is unparalleled in our industry, where few executives are able to offer his depth of understanding of what retailers require to succeed, coupled with all that has to happen on the manufacturing side to support them,” said Kuo. “With the second generation of my family involved in our business now, there is no one I, and my wife Esther, would trust more to transition our company into the future.

“We know his knowledge and guidance will be invaluable resources for our son Inor and daughter-in-law Joyce as we move forward.”

Inor and Joyce Kuo serve as vice president of operations and vice president of business development, respectively.

South Asia Furniture Manufacturing recently acquired case goods sourcing specialist Oasis Home & Décor and is merging the company with Fairfax under one corporate entity dubbed Oasis Home Collections.

Scott Ballard, former president of Oasis Home & Décor, has taken on additional responsibilities encompassing product development for all of the brands.

Additionally, South Sea Rattan is being re-branded as South Sea Outdoor Living to better reflect its revamped design direction and product offering.

Products for all three divisions are being warehoused domestically on both coasts and a major rebranding effort is already underway. Among these, Oasis Home Collections is consolidating the former showrooms of all three companies into one flagship showroom designed by leading retail strategist Connie Post.

“Connie has designed a bold new logo for us, and is at work on what promises to be an exciting and inspirational space for retailers with new ideas in merchandising and consumer engagement,” Benton said.

The company has secured a showroom on the lower level of Plaza Suites, space C102, formerly occupied by Legacy, and will show new collections from all three entities at next month’s High Point Market.

South Sea Outdoor Living will unveil its new collections aimed at the fast-growing outdoor furniture category at Casual Market Chicago, which takes place Sept. 20-23. Products will be displayed in the former South Sea Rattan Showroom in space 1532 of the Merchandise Mart.

Along with developing new, high-value, affordably priced product offerings for all three divisions set to debut in October, Benton said he is also building a new team of experienced salespeople.

“We’re making a number of changes in personnel and are focused on bringing in new talent that is highly responsive and laser-focused on the needs of our dealers,” Benton says. “It’s a new day and a new company and we’re eager to demonstrate how we can set retailers apart in their markets.”