Thomas Russell
LAS VEGAS — For some Asian furniture manufacturers, the game’s in Vegas.More Asian companies will be showing in their own spaces at


next week’s Las Vegas market in hopes of gaining direct access to U.S. retailers.

According to an online directory published by the World Market Center, 37 Asia-based furniture and home furnishings manufacturers are showing at WMC venues. (This number doesn’t include exhibitors such as Cheers Sofa USA, The Country Company and Sunny Designs, which are U.S. marketing companies that have factories in Asia.)

Most of the 37 are manufacturers of indoor furniture products ranging from case goods and clocks to mattresses and upholstery. The companies represent several countries, including China, Malaysia, Vietnam and Thailand.

Among the exhibitors is Rubelli (Las Vegas Convention Center, S72601A and S72601B),  a Malaysia-based manufacturer of leather and microfiber sofas. At this market, its second in Las Vegas, it will show three-piece microfiber groups wholesaling for $299 FOB Shanghai, and bycast leather sofa and loveseat combos at $378 FOB Shanghai.

CEO Stephen Wong said the company chose to exhibit in Las Vegas because of convenience, cost, timing and availability of space. He said the market should help Rubelli sell more directly to U.S. retail customers.

“Our target has always been retailers that are big enough to import direct,” he said. He hopes to see many Top 100 stores and some smaller dealers here.

Malaysia-based case goods manufacturer Ascent Furniture (LVCC, S74729) is a first-time exhibitor that will show two bedroom suites and one casual dining set. With wholesale prices of about $650 FOB Malaysia for a five-piece bedroom, the company also is looking to sell direct to U.S. retailers.

The strategy, similar to Rubelli’s, involves some risks, particularly since most Asian manufacturers ship through a U.S. importer. For years, this strategy has worked because it allows the U.S.-based company to handle tasks such as marketing and design.

But officials at Ascent and other companies believe they have plenty of in-house design talent that will allow them to work directly with retailers to create styles suitable for the U.S. market.

“Many of our clients have benefited tremendously from this working model,” said Ascent Marketing Director Jessie Tiam.

Some companies say they are using Las Vegas to test the waters of the U.S. market. That includes Chinese fabric upholstery manufacturer Andy&Benson Furniture (LVCC, S75331). The first-time exhibitor said it hopes to get a better understanding of the differences between the U.S. and European markets, while also attracting new customers among U.S. retailers and importers.

Malaysia-based Rococo Sdn. Bhd. (LVCC, 74725) is showing grandfather clocks and other floor and wall clocks made at factories in China and Indonesia. With prices between $50 and $500 wholesale, the first-time Las Vegas exhibitor hopes the line interests more U.S. customers, including wholesalers as well as retailers.

“We hope to see some of our current customers,” said Rococo spokesperson Yong Chong Hee. “We want to gain entry into the U.S. market, and we thought the (Las Vegas) show will be a good launching pad for us to do so.”

Another Malaysia-based company, Woodlandor Wood Products SDN (LVCC, S62401), has a booth with adult and youth bedroom products as well as occasional tables and futon frames. The goal is to reach both existing import customers and gain access to some retailers who want to import directly from the factory.

“We hope the show will widen the channel of our product distribution,” said spokesperson Amanda Chen, who added that show organizers had contacted her company about exhibiting here. 

None of the 37 Asian companies showing in World Market Center venues have spaces at the High Point market, although some may sell product to other vendors with showrooms there.

While not necessarily eliminating the possibility of showing in North Carolina, the Asian companies appear to view Las Vegas as a more viable market for now, partly because of its proximity to the West Coast ports of entry for much of the Asian product.

They also appear to like the atmosphere and entertainment available in Las Vegas.

Rococo’s Yong Chong Hee said the company expects the July show to be a success and already is making plans to return in January.