Auswood to expand range

30 September 2010

Auswood Furniture is planning to conquer new markets via a dramatic expansion of its current range, with the results to be showcased at the Australian International Furniture Fair (AIFF) in February.

The company, which specialises in quality Australian timber furniture, had responded to a "wake up call" with four new ranges, confirmed sales and marketing manager Garry Saliba. He added that the tough climate for the furniture industry in recent years had led the company to increase its focus on differentiated products with a high design content.

"That is definitely the way the market is going. I think buyers are getting increasingly tired of seeing the same old stuff. Everything looks pretty similar out there, with the exception of detailing like handles and so on. So our plan is to bring some new inspiration to our offer."

The four new ranges would include two cutting edge lines and two classic contemporary lines. All four would focus on providing solutions for every room of the house, with particular emphasis on increasing Auswood's bedroom furniture offer.

With a reputation for supplying high quality midmarket furniture, Auswood also planned to expand its target customer base, Saliba said.

"At the [AIFF] fair we're planning to target higher end clients, and we're very keen to attract buyers from the commercial and property sectors."

New China-based factory facilities, owned entirely by the company, had the capacity to produce large volumes of high quality product, while remaining adaptable enough to answer clients' needs, he said.

Auswood will showcase its new ranges at AIFF from 2-4 February 2011 at Sydney Exhibition Centre.

www.auswoodfurniture.com.au

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