British Century has new name, strategy
By Powell Slaughter -- Furniture Today, January 6, 2002
FAIRFAX, Va. — British Century Designs Ltd., the U.S. arm of an English case goods and accent manufacturer, has changed its name to BritishFurniture.com to reflect its expansion to include products from other manufacturers.
The move is a result of the effects on furniture importers of the Sept. 11 terrorist attacks, said Robert Kraus, president and general manager.
"Many of our fellow European and English manufacturers can no longer support their own operations in the U.S.," Kraus said. "We have been approached, especially during (the High Point) market, by other wholesalers who where looking for someone to handle marketing, distribution and sales within the U.S. Thus, we decided to offer our services by acting as their U.S. sales office, sharing our extensive network of contacts, sales representatives, warehousing and marketing expertise."
Since the company will work with more than one factory, it made sense to change the name to reflect the larger product line, said Ilan Dahan, vice president and sales manager. More than 20,000 hits a month on the company's Web site, www.BritishFurniture.com, led to the choice of the new name.
"We felt, due to the expansion of our offerings coupled with the popularity of our Web site, that it only made sense to capitalize on the BritishFurniture.com franchise," Dahan said.
Kraus said the changes will be phased in during the first quarter. The Web site will be greatly expanded and overhauled in the next few months, and an online "Outlet Store" will be added for overstocks and discontinued items.
"We want to become a one-stop shop for English and European furniture, accents, accessories and gifts," he said.
BritishFurniture.com offers container prices to large and small customers from a 60,000-square-foot warehouse near Baltimore.
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| Newly renamed U.S. distributor BritishFurniture.com has an expanded product line that includes these classic case goods and table designs. |
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