Ekornes Expands Factory in N.C.; Moves Some Recliner Production from Thailand

September 7, 2022  by HFBusiness Staff in Business Strategy, Industry   

The Norway-based company said the move will reduce product delivery times to consumers and drive further growth of its North American business.

The Morganton facility, which recently opened a 100,000 square-foot expansion of warehouse and production space, currently makes Stressless sofas and dining chairs.

“We could not be more excited to bring Stressless recliner assembly to the USA,” said Peter Bjerregaard, president of Ekornes, Inc. “Up until now we have only had the capacity for Stressless sofas and Stressless dining chairs, and this key move will greatly reduce our lead times for these two popular Stressless recliners.”

He said the two products that will now be made in Morganton, named Stressless Mike and Max, have quickly become some of the company’s top-selling power recliners since they were introduced in 2020.

“The expansion of Morganton will set us up to be the best partner to our retailers for the future,” said Bjerregaard. “With a robust annual sales event calendar and ongoing national marketing, we are poised for growth well into the future.”

When the Morganton factory opened in 2012, it was Ekornes’ first major production facility outside of Norway.

“North America makes up the largest market for Ekornes’ global business in terms of revenue and sales potential,” said Bjerregaard. “Our Stressless business is thriving, and this expansion is a very positive display of the company’s dedication and support to our market, our retail partners and consumers here in the U.S,, Canada and Mexico.”

Currently, the Morganton operation produces all Stressless sofas sold in North America, including the popular motorized sofas, as well as Stressless dining chairs, ottomans, and accessories. The company also offers a quick ship/stocking recliner program out of a New Jersey warehouse.