Australian Upholstery Specialist Moran Furniture Making U.S. Debut at October High Point Market in IHFC Showroom
Furniture Industry News Update -
Furniture World Magazine
Well-known Australian upholstery specialist Moran Furniture is making its U.S. debut at the Oct. 13-18 High Point Market in a 3,500-square-foot showroom in the IHFC.
The company, which will show in Space 648 of the IHFC’s Wrenn wing, is kicking off a major push into the North and South American markets with its first showing in High Point, said John Byrne, who heads the company’s U.S. operations.
“Moran is very well known in Australia, as well as New Zealand and Southeast Asia, and has been a household name for more than 50 years,” said Byrne. Moran is a major supplier to David Jones and Myer — the two largest upscale department stores in Australia.
“We’ve also done quite a bit of OEM work in Europe over the years, and some in the United States, and after a lengthy study of the market we’ve decided the time is right to further expand in the Americas,” Byrne said.
In High Point, Moran will be showcasing high-quality classic traditional and modern styles priced in the upper-medium range. The line includes leather and fabric stationary upholstery, sofa-sleepers, recliners, barstools and upholstered beds. Among the items Moran will be featuring in High Point is the Active Comfort Chair, a popular Euro-style recliner.
The made-to-order line’s features include eight-way, hand-tied springs; spring cell seat cushions; body- correct lumbar support; kiln-dried, close-grain hardwood timber; and premium leathers and fabrics. Moran is known for its luxurious leathers sourced directly from leading tanneries.
Moran is also known for comfort. “Relax it’s a Moran” has been the company’s slogan for many years.
“We are thrilled that Moran has chosen High Point — the world’s leading home furnishings market — as the launching pad for its expansion in North and South America,” said Julie Messner, vice president of leasing for International Market Centers.
As in Australia and Asia, Moran is targeting retail channels of distribution as well as the hospitality industry with its new sales effort in the Americas. It is currently setting up a network of independent sales representatives to promote the line.
Moran Furniture was founded more than 50 years ago by the late John Moran. During his long career, Moran made Moran Furniture a household name by focusing on quality, style, service and value. Today, hundreds of thousands of Australians live with a piece of Moran furniture in their home, according to Byrne. “Our long-term plan is to become an iconic global brand and be as significant here as we are in Australia and Asia.”
Moran has production facilities in Melbourne, Australia, and Shanghai, China. It will offer North and South American customers direct-container service from these facilities. Smaller quantities of product will be available through a cross-dock facility in North Carolina.
“Moran is known for listening to its partners, incorporating ideas derived from our active interchange with retailers, architects, designers and consumers,” said Byrne. As part of the company’s planning effort for its U.S. push, he added, it brought over a group of American retailers to its factory in Shanghai for a series of face-to-face meetings. The Shanghai factory staff has been trained by veteran Moran staff specialists from Australia to deliver superior, handcrafted quality.
About International Market Centers: International Market Centers, L.P. (IMC) is the world’s largest operator of premier showroom space for the furnishings, home décor and gift industries. IMC owns and operates 11.5 million square feet of world-class exhibition space in High Point, N.C. and Las Vegas. IMC buildings in High Point include International Home Furnishings Center (IHFC), Showplace, Showplace West, 200/320/330 N. Hamilton, Market Square & Suites, Market Square Tower, Plaza Suites, Furniture Plaza, National Furniture Mart, Hamilton Market and 300 S. Main Street.
IMC’s mission is to build and operate an innovative, sustainable, profitable and scalable platform for the furnishings, home décor and gift industries. For more information on IMC, visit imcenters.com.
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