Stylution Direct moves U.S. case goods office to China

Will focus on container-direct business

Tom Russell -- Furniture Today, February 10, 2009

SANTA MONICA, Calif. — Chinese case goods manufacturer Stylution Direct is closing its U.S. office this month to sharpen its focus on the container-direct nature of its business.

In 2007, the company opened an office in southern California to handle marketing, customer service, financial and sales activities. Its staff of about seven worked in conjunction with the company's headquarters and factory in Dongguan, China.

Company President Jay Jewett said the company has decided to consolidate into the China operation to save costs and to become what he calls a truly factory direct operation.

The office move does not affect Stylution's bedding division, which sells mattresses in the United States and continues to be overseen by Ed Scott.

Stylution also said it has pulled out of its 14,000-square-foot Las Vegas Market showroom and instead will show its wood bedroom, dining room and occasional collections at markets in High Point and Shanghai, China. It also has a showroom next to the factory in Dongguan that is open all year.

Jewett said the cost reductions will help the company be more competitive in pricing and value.

He said Stylution will manage its half dozen U.S. sales representatives from China and that the reps will help handle day-to-day customer service issues. Customer service will also be provided from China with proactive measures such as giving dealers product status reports.

"This will label us as a true factory direct supplier, which will benefit our customers and establish stronger relationships," Jewett said in a statement.

The company said it has been training 12 staff members in China to handle CAD rendering and design work, product development, marketing and customer service. Jewett will be based in China to work with company Chairman Jack Chen.