Upholstery vendors make statement in Singapore
By Thomas Russell -- Furniture Today, March 26, 2006
Singapore — Upholstery vendors had a strong presence at the International Furniture Fair Singapore/ASEAN Furniture Show here.
According to the show directory, there were 69 upholstery vendors at the show, or 13.6% of the 505 exhibitors listed. Some carried mostly frames with fabric while others, including producers from China, Italy and Singapore, carried mostly leather at varying price points.
U2 Living was advertising leather 3-2-1 combinations between $599 and $699 wholesale.
Similarly, Singapore-based Lifestyle Holdings' Shanghai Leather division touted 3-2-1 leather groups at $599 wholesale.
And COE Ltd. was advertising leather dining chairs at $29.90 each.
Not everyone was so focused on price. Many exhibitors featured medium-priced to high-end contemporary frames in reds, tans and dark browns.
At Actona, some of the strongest sellers were Chinese-made sofa and loveseat combinations priced at $1,499 and $2,999 retail. Many were scaled for the European market, which accounts for more than 80% of its revenues.
Hong Kong-based leather producer Man Wah Holdings sees customers from Europe, Australia and Asia and the United States. Accounting for 35% of sales, the United States is its biggest market, followed by China at 30% and Europe at 25%.
A Man Wah Holdings line is marketed in the United States by Fiamma under the Cheers brand. Company officials said they are trying to differentiate the brand by offering a quality line with finished hides sourced out of Italian-owned tanneries in Argentina and Brazil.
"It is our mission to give our customer a great value with the Cheers sofa," said John Jian Hong Li, Man Wah executive director and vice president. "Cheers means a great value for the customer. It is a good product and good service."
Singapore-based leather manufacturer Univonna Upholstery was showing its medium-priced leather upholstery line here for the first time.
For the past four years, it has shown at the Malaysian International Furniture Fair. This year, it wanted a change in venue to attract more international buyers and boost its U.S. business, said Simon Kong, marketing manager. Univonna's contemporary line is largely produced in Malaysia.
Singapore-based Eurosa Furniture sells mostly case goods. But its showroom at the Singapore Expo featured mostly medium-priced leather upholstery, which accounts for 40% of sales.
Jeffrey Yong, vice president, said Eurosa is price-competitive when possible, but also strives for quality, value and service.
Singapore-based leather producer HTL has shown at IFFS since the show started more than 20 years ago, said Por Khay Ti, a managing director. HTL's leather upholstery selection steers toward higher price points, with sofas retailing at around $2,000 and sofa-loveseat combinations retailing between $3,000 and $4,000.
Other leather vendors at the show included DeCoro, Kuka, HSLC and Violino.
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