Kuka aims to expand brand in U.S. market
By Gary Evans -- Furniture Today, March 15, 2010
HIGH POINT —
Chinese manufacturer and retailer Kuka Home plans to re-enter the U.S. market under its own brand at the April High Point Market.
While the fabric and leather upholstery source has been selling on an OEM basis to U.S. wholesalers and importers since 2005, the company says its new strategy will put Kuka one step closer to its goal of becoming a world brand.
“In the last year, Kuka has made an extraordinary effort to be a world company and not just another import line,” said Michelle Rosson, director of North America and Latin America sales and merchandising. “This season, when we show in High Point, dealers who have not visited Kuka in some time will be pleasantly surprised to see fully merchandised collections that tell a style and trend story.”
In addition to its upholstered goods, the company also will offer case goods and tables “that complement and bring the upholstery collections together,” she said. All products are mixable in a container.
Set to debut here is Moderno, a leather European contemporary collection that has been softened and adapted for the U.S. market, and Rivera, a loosely upholstered fabric collection in linens, cottons and slipcovers. Retail pricing is targeted to the $999 to $1,999 sofa price points for leather, and $599 to $999 for fabric. Sectionals will be $2,499 to $3,999. A variety of covers will be available.
Wood furniture offered will include dining room, occasional, bookcases and etageres. In addition, a portion of the business is dedicated to upholstered accessories, including beds, dining chairs, barstools, ottomans, benches, storage cubes, frames and mirrors.
Rosson, who joined the company in 2008 after 10 years with Thomasville and stints with Palliser and Century, said that in the U.S. Kuka Home will be serviced by 21 territorial reps, each responsible for maintaining warehouse space for less-than-container shipments. Canada and Latin America will be handled by agents.
She said Kuka will focus on providing “a fresh new look and a different way of doing business. We want it to be like you're dealing with a factory in Hickory. We don't want to be just another standard operating procedure container line. We want to help our customers.”
Kuka has more than 1 million square feet of manufacturing space and 5,000 employees, and also has 900 franchised or company-owned retail stores in China. Rosson said the family-owned company, founded in 1986 by Yuhua Gu, is known for its business savvy and its dependability.
While this will be its first showing in High Point, Kuka made its U.S. debut at the 2008 Las Vegas summer market, but later stopped showing there.
In High Point, it will show in the International Home Furnishings Center, C-354.
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