Furnitureland South's global business rises

N.C. furniture store sells to 50 countries

Tanya Merritte -- Furniture Today, October 20, 2008

JAMESTOWN, N.C. — Mega-retailer Furnitureland South says it has seen a rise in its international business in the past two years, with sales totaling $7.6 million during that period.

The store reports that it has sold to about 50 countries, including three recent sales to customers in Cyprus, United Arab Emirates and Bermuda for a combined $379,000.

Jason Harris, executive vice president of Furnitureland South, said that while the store has offered international shipping for a long while, sales have picked back up after a decline after Sept. 11, 2001. "We've had a real spike in the last year," he said.

Harris said global business accounts for about 4% to 5% of Furnitureland South's sales. He said while some customers find the store via the Internet, most of the business comes from word of mouth referrals - the store doesn't do any international advertising or marketing.

Harris said international buyers are drawn to Furnitureland South for several reasons. "A lot of people like Americanized looks," he said. "And even though a lot of it is no longer made domestically, people look at higher-end furniture (available) in the United States."

Current market conditions and the weak dollar make buying in the U.S. appealing as international buyers, he added.

Furnitureland offers training to those who work with global customers. "We have an international certification class," Harris said. "You can't work with international clients until you take the class."

About 100 out of the store's 160 employees are certified to work with international clients. And several team members speak other languages, including one sales person who speaks Russian.

Harris said the trickiest part of dealing with sales abroad is navigating the red tape of dealing with other countries.

"There are different rules for different countries," he said, citing issues with duties, taxes and shipping. "There are a lot of rules and people feel comfortable with our expertise in handling the documentation."