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Chinese manufacturer Dream Rooms to sell direct here

Elmore named president of U.S. arm

Thomas Russell -- Furniture Today, January 22, 2008

HIGH POINT — A Chinese case goods manufacturer wanting to sell direct to retailers has set up a U.S. marketing and distribution arm and named Joe Elmore as its president.

American Dream Rooms was formed by the owner of Dream Rooms, a manufacturer with some 3 million square feet of manufacturing in the Shanghai area.

Eduardo Herscovitz has been named director of international operations and logistics for American Dream Rooms. He has been president of importer International Furniture.

Dream Rooms will produce and sell a line of factory-direct bedroom, casual and formal dining, occasional and some fabric and leather upholstery through American Dream Rooms. In April, it will launch some 55 to 60 bedrooms with five-piece sets ranging from $1,499 to $1,999 retail.

The groups will be made with American oak, American walnut, ash, cherry, poplar and Asian hardwoods. Styles will range from American country and French country to European traditional and opulent European. There will also be a mix of transitional, contemporary and urban designs.

American Dream Rooms will be based out of a 42,000-square foot-showroom formerly occupied by Davis International Furniture in High Point. That facility will house the showroom and the company’s corporate offices.

Elmore, who is also a partner in the business, most recently executive vice president of sales, marketing and product development at importer Master Design. Before that, he held a similar role at case goods importer HomElegance.

Elmore said the company is using a seven design firms, including two Pinnacle award winners, to handle design work on a contract basis. It will also employ an administrative assistant, a marketing support staff and a national sales manager who will oversee a team of 35 to 40 sales reps to be in place by April.

Elmore did not identify the partner in the business, other than to say that he is an American Chinese executive who was educated at North Carolina State University and who has homes in southern California and in the Shanghai area.

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Elmore named president of new import arm

Jan 27, 2008

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