Charleston Forge on grow
By Jeff Linville -- Furniture Today, January 5, 2003
Boone, N.C. — Metal casual dining producer Charleston Forge is going against the grain by expanding its domestic capacity.
At a time when many manufacturers are looking overseas for production, the company has nearly completed the addition of 50,000 square feet of office, production and shipping space to its headquarters here. The expansion, and restructuring of existing plants, is costing owners Susan and Art Barber between $4.5 million and $5 million.
"It's obvious we've made a commitment to be here," said Art Barber. "We're not shutting the doors and moving to China." He estimated that Charleston Forge's production is about 95% domestic, with seven locations in western North Carolina totaling 295,000 square feet of space.
He said the 18-year-old company needed the expansion to improve workflow, but more importantly, it needed the office and shipping space. Office space has grown from 4,000 square feet to 18,000. Shipping had been handled off-site, but now is consolidated into the headquarters.
The increased warehouse space and improved shipping is allowing Charleston Forge to launch a quick-ship program, offering much of its merchandise to customers in two or three weeks instead of three months or longer.
"The high demand for our products will never again result in a 16-week wait for delivery," said Art Barber. "Part of our core promise to dealers and consumers is that you can get our furniture quickly."
At the October High Point market, the company introduced Formations, a contemporary group with European influences, styled by British furniture designer Hugh Elliott. Interest was heavy and orders for the new product grew, with mid-December yielding the best week in a year and a half, according to Keila Hughes, vice president of sales.
"Last year, all this excitement around our products would have made me nervous," Barber said. "This year we're ready for it."
In addition to the current expansion project, Charleston Forge has plans in the works including improving customer relations and employee education and training.
The company wants to take better care of its longtime customers, Art Barber said, including offering better service and sales materials. The company has been giving tours of the new facilities to visiting retailers, including two groups from Hickory, N.C.-based Boyles Furniture just before Christmas.
Charleston Forge also needs to make people aware of its custom products, Barber said. The company is planning to convert a 38,000-square-foot warehouse into a custom finish operation to increase specialty finish choices and availability — features he said the imports can't match.
Charleston Forge also helping give its own people a better understanding of what the company offers and what goes into making the goods, said Susan Barber. Keila Hughes, vice president of sales, is requiring her sales team to visit the headquarters and spend three days in hands-on work on the floor.
Hiring and retaining quality people is a concern. As a way of saying thanks, the company recently provided a holiday lunch for each of its factories.
In its home county of Watauga, the unemployment rate is about 1.7%. Art Barber said the tight job market is one reason Charleston Forge expanded a few years ago into neighboring Alleghany County, where the unemployment rate was 8.2% in October. The company also has had to venture outside its hometown to find available space to expand.
-
India's Aishni Home expands plant capacity
May 10, 2010 -
SunBelt Expanding Hickory, N.C., Facility
Sep 29, 2011 -
Upholstery Holds its Own in Tough Economy
Aug 16, 2011
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
