HomElegance sets bigger MAFEX space
Thomas Russell -- Furniture Today, January 23, 2005
High Point — The international sales division of case goods importer HomElegance has leased 15,000 square feet of permanent space at the Malay-sian Furniture Export Exhibition in Kuala Lumpur.
Golden Home Elegance previously leased about 2,500 square feet of temporary space at MAFEX. The company no longer will show at the Malaysian International Furniture Fair, held the same week in early March, where it had leased some 2,500 square feet of temporary space.
The upcoming MAFEX show, set for March 3–7, will feature 112 exhibitors in about 300,000 square feet of space, and is expected to draw over 6,000 visitors from 100-plus countries.
Based in Muar, Malaysia, Golden Home Elegance has strong sales in the Middle East, Australia and Europe, said Joe Elmore, HomElegance director of sales and marketing. A 200,000-square-foot warehouse in Muar ships mixed and full containers to the United States and elsewhere.
Elmore said venues such as MAFEX have been important to the company, particularly with the difficulty Middle Eastern buyers have had obtaining U.S. visas after Sept. 11.
Meanwhile, HomElegance is not showing at the winter San Francisco market, ending a 12-year presence there. It will exhibit at the July Las Vegas show.
"While San Francisco has been very important to our West Coast customer base, with the effort we need to put forth developing product for the upcoming Las Vegas show and the upcoming spring market, we could not see investing in a San Francisco market," Elmore said.
Its space in Las Vegas will be between 18,000 and 20,000 square feet. Its showroom in High Point is about 23,000 square feet.
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