Importer Stylution Direct opens first U.S. warehouse

North Carolina facility will support upholstered bed program

Thomas Russell -- Furniture Today, March 18, 2011

This is the storage version of Stylution’s Oxford shelter bed in a fabric cover. The bed also is available in bonded leather, and without the storage feature.

VALE, N.C. — Case goods manufacturer Stylution Direct is opening its first U.S. warehouse here to help support its successful upholstered bed program.

The company is leasing about 15,000 square feet of space in an existing Houser Transport facility in Vale, about 90 minutes southwest of High Point.

In addition to bonded leather and fabric beds, the facility will warehouse companion bed benches and mirrors. Made at Stylution's factory in China, these items represent roughly 20% of the company's product line.

Up to now, the company has shipped its bedrooms container direct from China, said Jay Jewett, president.. This is the company's first domestic warehouse and will serve retailers looking to receive goods in smaller quantities. It also has quick ship capabilities, shipping items in as little as two days from the time of order.

The upholstered bed program is meant to compete with domestic producers that sell complete beds for as much as $2,000. Stylution Direct, which makes these beds in China, retails the fabric versions from $399 to $799 for a complete queen model. Storage versions have a $200 to $300 upcharge.

Despite the price difference, some retailers have been willing to pay more for a domestic model since they can get it out of a warehouse, Jewett said.

"Even if domestic manufacturers are offering the fabric beds at a $200 to $400 higher price point compared to imported prices, several retailers will pay the higher price to avoid holding inventory," he said.

He said he expects that 80% of Stylution Direct's sales will continue to be full containers, but the company wants serve the other 20% of customers who want to buy the beds from a U.S. warehouse.

"The leather and fabric bed market is wide open," Jewett said, adding that he sees the market for Stylution's line ranging from Top 100 companies to small and independent retailers and sleep shop chains.

The company will show new models at the High Point Market April 2-7 in its showroom in the International Home Furnishings Center, M-608. The product will be ready to ship in June, Jewett said.