FFD Hosts Product Launch at Shanghai Retail Store

September 16, 2016  by Jane Chero in Business Strategy, Industry   

The event marked a milestone in company history as the first product introduction to be launched in China, prior to being shown in the United States. Déco will be introduced to the U.S. market at the April 2017 High Point Market.

“Launching a major collection in Shanghai reflects the global nature of our business, with 70 Fine Furniture Design retail stores in China alone and additional key retailers in 25 countries across the globe,” said Eric Graham, President. “Hosting the party here was a way to celebrate our international reach while also doing something special for our China-based customers and about 20 of our U.S. dealers.”

The event coincided with the 22^nd China International Furniture Expo, which took place Sept. 8-11, in Pudong, Shanghai.

“Normally our customers come to our space at the Expo to see our new products,” said Brian Ohlrich, president of Fine Furniture (Shanghai) Ltd., “but this year presented the perfect opportunity for us to also entertain with a special event at the store, too. Our international customers clearly prefer contemporary styling, so we wanted to give the Déco Collection a special launch.”

The black-tie event was held in a 4,400-square-foot tent outside the 30,000-square-foot store, complete with a red carpet entrance, banks of spotlights, a performance by traditional Chinese Dancers and festive banners.

Key pieces were dramatically unveiled during the ceremony before guests were ushered into the store to view the full collection in the newly remodeled first floor.

Featuring contemporary silhouettes, clean lines and stunning finishes, the Déco Collection includes bedroom, dining room and occasional furniture, as well as coordinating upholstery.

“When Déco makes its U.S. debut at the April 2017 High Point Market, we will have stock in our U.S. warehouse, and for the first time, we’ll be able to ship orders immediately.  This should create a tremendous competitive advantage for our customers,” Graham said.

In addition to previewing the Déco Collection, U.S. dealers who attended the launch party toured the Fine Furniture Design Shanghai factory for a first-hand look at the company’s vertical manufacturing operations.

“The reaction of both our international and U.S. customers was fantastic. Not only did the experience help convey our extensive footprint in the global market, it enhanced existing relationships as well as forged new bonds,” Graham said. “We will certainly consider doing this again due to the benefits it provides U.S. retailers as well, who will be able to better prepare their merchandising plans prior to the April Market.”