This sectional is one of Lifestyle Enterprise’s best-selling footprints in Europe. Features include contemporary styling and articulating headrests.
HIGH POINT — With aggressive pricing and marketing, Lifestyle Enterprise has built a solid clientele in the United States and says it's using a similar strategy to duplicate that success in other parts of the world.
Today the company sells into 60 countries outside North America. Company officials did not reveal specific sales figures, but said that in the six years since Lifestyle has established its global distribution network, international sales have reached roughly 30% of total sales.
International sales also represent one of the company's fastest growth areas. In the first half of this year, they were up 32%, officials said.
This figure almost exclusively reflects stationary and motion upholstery sales in microfiber and bonded leather, which is all produced in China. It is also on top of the 20% growth the company experienced outside the U.S. in 2012, Lifestyle officials said.
These increases primarily represent activity in key markets including Europe, Australia, New Zealand, Indonesia, the Middle East, South Africa and Asia/Singapore.
The company had sold its upholstery line internationally out of its Singapore office. However, sales did not begin to take off until the company formally established its global distribution network, which established international offices in the various territories mentioned above.
Russell Stevens, now CEO of Lifestyle Europe, came on board about seven years ago as a salesman covering the United Kingdom. He initially worked out of the company's Singapore office, but within two years, he said, there were enough sales to open an office in the U.K.
Today, Stevens oversees the company's largest geographic region, which sells into 17 countries. Working under Stevens are five territory vice presidents.
Australia is the company's strongest international market, said James Riddle, Lifestyle's High Point-based global vice chairman. Led by Danny Scaunich, who manages a team of seven executives and account managers, the territory includes Australia, New Zealand and Indonesia.
"The economy has been stronger in Australia than Europe in the past 18 months," Riddle said, noting that based on per capita sales, Australia ranks second in international markets only to Puerto Rico.
Officials attribute the company's success globally to its presence at furniture shows around the world, including Cologne, Singapore, Malaysia and Shanghai. It also has been holding more shows in private venues of late and plans to expanding its Forbidden City furniture show concept held in High Point and Las Vegas to Singapore next year.
A show it plans at a hotel casino in Melbourne, Australia, this summer is expected to be attended by all of its global executives and representatives, Riddle said. The event also is expected to attract retailers from around the world.
