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According to a recent office furniture manufacturing market research report published by NAICS in April of 2013, the office furniture industry has seen a bit of a decline in recent years, lead by less than robust sales of major global manufacturers such as Steelcase and HNI Corporation. While the industry as a whole has seen some difficulty, there are some exceptions in designer niche markets which, rather than going along with the global recession, have found themselves bucking this recession with great success. The industry as a whole is estimated to be about $23 billion with almost 110,000 employees, however these statistics are narrowly focused and exclude a wide range of home and office services (some designers do not officially distinguish their services between home and office) and the many boutique craftsmen and designers whose skills range from nailing trimmings together to laying out the design concept, tying that into a business’s entire corporate image. Designer office furniture can add so much to a business’s image in a way that mass-produced, standard-block desk furnishings could never do. While major office supply retailers focus on the standard furniture – and to be sure, there is a market for that – businesses which truly aim to distinguish themselves may find local proprietors, many of whom carry a broad range of styles and designs in stock and on location, who can not only supply office furnishing but can give businesses advice on which furnishings to use and what that particular style and design says about the business itself. In other words, the style we choose conveys to others things about our personality, and therefore becomes a de facto subliminal message to your customers about what you intend to do as a business, and even how you intend to treat your customers. A basic metal desk sitting in your lobby, no matter how functional it may be, does nothing to communicate the personality of your business to customers. (Alternatively, it may do a lot to communicate to them, but not in a way that is consistent with your business strategy.) It is through customer-centric approaches in business philosophy that small and medium-sized office furniture businesses can distinguish themselves. Of course, any sized business can try to provide personalized advice and recommendations to customers, however customers can so often feel the difference between a large company which hires minimum-wage employees to simply stock the showroom floor, versus a locally-owned business whose owner can be seen on the premises, even speaking to customers himself or herself. According to recent reports, the office furniture industry is comprised of many local players. The largest three companies comprise only 18% of the industry, therefore competition is highly dynamic. This statistic also shows that businesses appreciate local dealers who can give them personal service and advice. In countries such as New Zealand, where there are not many large, global manufacturing companies and businesses must frequently rely on foreign suppliers, having a local proprietor who can help them out in the decision making process is highly valuable. For businesses looking to redecorate their premises and buy new office furniture, NZ businesses have good options available. Auckland, Bay of Plenty, and other nearby areas can have access to professional interior and furniture design services, just a phone call away. From trash bins to the CEO’s chair, every item of furniture can convey a message about the business and its underlying values. For this reason, the office furniture is an exciting one to be in. In addition, the competitive success factors are broad, leaving businesses with many different ways to compete. For example, ones which offer a large set of choices for not only the usual chairs and desks, but can also provide boardroom furnishings as well as efficient back office furnishings are going to find themselves ahead of the competition. Those which can provide specialty items, or specially-designed furnishing (such as for restaurants and hotels) will also find themselves at a distinct advantage. The real distinguishing feature for any office furniture business, however, is in being able to listen to their customers, understand their objectives, and be able to meet those with office furnishing that offers high value and is accompanied by top service. Some suppliers have also entered into the business of providing financing or leasing options for their clients. If a business finds itself a little cash heavy and cannot justify an inventory expansion, providing financing is a good way to earn an extra margin and help customers at the same time. Again, the office furniture industry is at a highly dynamic phase, and the coming years are sure to see even more change which, in the end, will benefit both the customers and businesses who can meet their needs. About the Author The Author is an expert in the field of Office Furniture and Office Furniture NZ.
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