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group for case goods is
the 25 to 44 age segment2. This market segment
encompasses the majority of new home buyers as
well as individuals interested in replacement old, lowend
furniture with higher-end pieces. However, the
over 45 segment is also important because of their
replacement/remodeling tendencies and their
increased disposable income.
1 American Furniture Manufacturing Association
2 Furniture Discovery Center: High Point, North Carolina
Who Buys: Case Goods
0% 10% 20% 30% 40% 50% 60% 70%
< 25
25 to 44
45 to 54
55+
Bedroom
Kitchen/Dining
Wall Units (Cabinets, etc.)
The furniture industry as a whole has experienced a six-year growth trend, through 2000.
According to AFMA, retail sales were fairly flat in 2001, and wholesale sales declined over 10%.
However, since September 11, 2001 – perhaps because people are cherishing time with their
families and focusing on their residential environment – there has been a renewed interest in
home furnishings. This renewed interest, as well as the following additional variables, is
expected to contribute to the recovery of the furniture industry over the next few years (see
Appendix A for additional economic indicators):
• Low mortgage rates: people buying more houses
• Low interest rates: improves consumer confidence
• Baby boomers hitting peak income spending stages
• Houses are getting larger: more furniture needed
The AFMA predicts that the market for case goods is expected to grow by about 2.2% in 20033 -particularly with the introduction of countries like China into the marketplace.
China’s Market PresenceChina’s presence in the furniture industry has grown significantly over the last decade. In2000, over 50,000 Chinese furniture manufacturers employed approximately 50 million workers
and produced $15 billion value of goods, representing a 15.4% increase over the previous year.Like the US, the industry is fairly fragmented with only two large public firms and numeroussmall manufacturing producers. However, it is geographically centralized primarily in the southChina provinces. Approximately 30% of the total shipments from China and 50% of the exportare from one south China provinces—Guangdong.
Chinese furniture exports have increased by 335% from 1994 to 2001, and have replacedItaly as the largest furniture export country in the world. China has also replaced Canada as the
largest exporter of furniture to the US market. In 2001, China exported $2.8 billion of furniture
to the US, which represents 30% of the US total furniture imports. Since 1996, case goods
imports from China have grown at an annual rate of over 35%, reaching approximately $1.8
billion in 2001. Continual pressures of sourcing and direct-to-retailer make China a real threat to
the United State’s current market positioning.
3 S&P Industry Report: Household Durables Industry Survey, October 2002
What’s Next?
International sourcing has changed the way the furniture industry operates. According to
the US Department of Commerce, US furniture imports have grown over 200% in the last 5
years (1996 – 2001) – whereas exports have only grown 14%. Approximately 40% of case good
products sold in the United States are manufactured overseas – with China leading the pack on
imports4. Over 40% of all household furniture imports come from China, the majority of which
are