In an era where many companies are opting for caution, Eichholtz, a Dutch luxury design furniture wholesaler, is boldly pushing forward with a plan to expand its market share in the US. Dennis Hendriks, Vice President of Operations for the US, said this in a recent conversation with Furniture Today.
A key element of Eichholtz's expansion strategy is the increase in the number of its signature monobrand stores. Currently, Eichholtz operates 50 branded stores across Europe, Asia-Pacific, and the Middle East-Africa, with two stores in North America located in Miami and Atlanta. The company plans to open additional stores in Manhattan (October 2024), Long Island (September 2024), and West Hollywood (December 2024), aiming to have a total of 10 U.S. stores by 2026.
Photo: Eichholtz.
In addition to monobrand stores, Eichholtz continues to build strategic partnerships with retailers in markets that align with the company's product lines. Hendriks emphasised the importance of local retailers. These partnerships enable Eichholtz to serve diverse customer groups better and support local designers by making products available in their markets.
Despite challenges like higher interest rates, an election year, and post-COVID consumer apathy, Eichholtz's expansion supports double-digit growth. As awareness of the Eichholtz brand increases in the US, both retailers and designers will gain easier access to its products in major metropolitan areas.
Hendriks also highlighted the importance of customisation in meeting US consumer demands. 'In Europe, people buy our products as is, while in the US, the interior designer and end consumers want to give their personal touch.'
Lastly, to support its growth goals, Eichholtz is reorganising its sales team. The company has transitioned from a fully independent sales representative model to a hybrid approach, dividing the US into three segments with regional sales managers and inside account managers. This structure allows Eichholtz to better identify and meet product demand in each area.
Eichholtz is preparing for a busy October market in High Point and a late-2024 monobrand store opening on the West Coast. Hendriks expressed excitement about the expanded presence in the US, emphasising that the company's success hinges on the unique experience it offers customers. 'We are not just selling a sofa or chair; we sell a lifestyle and experience.'
Source: www.furnituretoday.com