Sterling Ashmore's Morgan will head U.S. operations
Thomas Russell -- Furniture Today, February 28, 2004
Hickory, N.C. — Accent furniture importer Sterling Ashmore has named Don Morgan to head its U.S. operations.
Morgan, a 35-year industry veteran, started the company about two years ago with former Hyundai Furniture and Lane executive Gary Ash. They each own 50% of the company. Morgan's previous employment contract, however, prohibited him from being involved in day-to-day management of the company.
Morgan was a regional sales manager at Lexington until last year. Earlier, he worked for an Italian leather tannery and Lackawanna Leather.
At Sterling Ashmore, Ash will continue running production and design in the Philippines, where the company sources from four plants, including a finishing operation owned by Sterling Ashmore.
The company has a relatively small product line of about 100 SKUs of mostly upper middle to high-end accent furniture, with a mix of intricate veneers and mixed-media elements.
Estimated sales last year were between $4.5 million and $5 million, up from $3 million in 2003. Morgan said he expects to achieve double-digit sales growth this year.
Along with launching new accent pieces, the company also plans to introduce dining room furniture in April and bedroom in October.
Morgan said retail accounts will represent 65% to 70% of sales, with 25% to 30% going to the design trade and another 10% to OEM work.
"We feel designers are the key to the high-end business in the future," he said.
