• Thomas Russell

Furniture of America to show in High Point

CITY OF INDUSTRY, Calif. — Full line resource Furniture of America will be showing in High Point for the first time in April, the company announced this week.

Officials said FOA will occupy a 16,000-square-foot building at 247 S. Main, which is at the corner of South Main and Green streets. The two-story, freestanding building was formerly occupied by Premier Furniture.

Based in California, the company has shown at the Las Vegas Market where it recently expanded its showroom in Building B to 27,000 square feet, up from about 22,000 square feet.

Before showing in High Point, it wanted to make sure it was prepared to serve an even larger dealer base from a service, quality and logistics standpoint, said Mike Genrich, senior vice president of sales and marketing.
"We have grown, but at a very planned and controlled rate," he told Furniture/Today this week in Las Vegas. "Everything has been strategically planned and choreographed."

Furniture of America sells a line of lower middle to mid-priced bedroom, dining room, occasional and occasional furniture, youth furniture, home entertainment, home office and domestic made upholstery. Its bedrooms start around $799 retail for four pieces and go to $2,599. Most of its business is done in the $799 to $1,099 range, Genrich said.

In addition to shipping container direct from Asia, it operates more than 900,000 square feet of warehousing in the U.S. in City of Industry, Norcross, Ga. and Secaucus, N.J.

"We are excited about reaching this planned milestone for the continued growth of our company." Genrich said. "With the recent expansion of our three distribution centers to over 900,000 square feet, this showroom is an essential step in support of our national and international business growth. A High Point showroom has always been part of our strategic plan. We have just been waiting for the right time and location."

Thomas RussellThomas Russell | Associate Editor, FurnitureToday

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.


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