British mfrs. look to hit 'home' run
By Powell Slaughter -- Furniture Today, April 18, 2004
HIGH POINT — Buyers at the April market can see the largest-ever exhibition of British furniture manufacturers outside the United Kingdom at The British Home, a joint exhibition of 36 companies with goods ranging from case goods and upholstery to bedding and accessories.
The group is showing in a 12,000-square-foot space on the second floor of Hamilton Market at 101 North Hamilton St.
Tim Branscome, a North Carolina native and former international trade director for the N.C. Department of Commerce in Europe, Africa and the Middle East, organized The British Home with the support of the British Furniture Manufacturers Assn. and U.K. Trade & Investment. The latter group is a government entity charged with building export opportunities for U.K. companies, and provides grants for exhibiting at foreign trade fairs.
Branscome said his experience organizing group exhibits of furniture manufacturers in 14 countries indicates that consumers have expectations about furniture from particular countries.
"It is similar to food — we all have an idea as to what to expect from Mexican, French and Japanese cooking," he said. "Therefore, a brand already exists. I saw the opportunity to take this brand and use it as an umbrella for the individual companies who fit this distinction. Their furniture is high-end, authentic and clearly British."
Most British Home exhibitors make antique reproductions and classical designs, but their number also includes Norris Bedding, a maker of custom-designed mattresses whose clients include members of the royal family, and the worldwide launch of licensed Lord of the Rings furniture (see story on page 42).
While it's the first High Point appearance for most of the companies, several have shown here before in their own spaces. Among them are custom mahogany furniture specialist Barry Cotton Antiques, clock and accessory maker K. Mozer and case goods manufacturer Wood Bros. Many of these will show in their own showrooms as well as in The British Home.
Britain's furniture industry has lagged behind other U.K. sectors in approaching the global market, said Roger Mason, managing director of the British Furniture Manufacturers Assn. The British Home is an effort to open the U.S. market to companies that might get lost in the sea of exhibitors in High Point if they tried to show on their own.
"The profile of the British furniture manufacturing sector is very oriented toward small and medium-size companies that typically employ less than 50 people," Mason said. "While they adequately serve the British market, there's been a need to look beyond the U.K. for growth. We see there's an opportunity, especially in the United States, for niche manufacturers."
The British Home is offering direct container service or shipment out of High Point. Robinsons International, a U.K. provider of logistical services, will coordinate U.S. distribution for participating companies and has representatives in the space.
Mason hopes to expand The British Home exhibition from its current 12,000 square feet, adding new companies as the current lineup expands U.S. business.
"We hope the companies grow sufficiently to open their own showrooms," he said. "Our long-term strategy is to fill 75,000 square feet of space."
The British Home will host informal receptions each evening of market for buyers and exhibitors.
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