According to renowned marketing expert Philip Kotler, the next two decades will witness very fast growth of Chinese brands. CAMERICH, the top furniture brand in China, is a living proof of this assertion.

Since the opening of the first overseas store in 2009, CAMERICH has been exploring the international market continuously. Over the past three years, the company has opened 42 international branded stores. Nine new stores have been opened very recently in Seattle, Brussels, Montenegro, San Diego, Melbourne and Vancouver. In addition, the plans to open another 10 to 15 overseas stores by the end of the year are underway.

“The number would be much higher had we not maintained rigid control,” said Shirley Wang, Brand Operating Director of CAMERICH. Instead of market expansion speed, CAMERICH is more concerned with seizing and consolidating market share at a stable pace. “Many dealers want to open more stores but we have persuaded them to maintain the current pace and scale. Focus should be on an intensive business operation and product and service quality in the local markets.”

CAMERICH wants all overseas stores to be branded, with a distinct CAMERICH identity for site selection, decor, display and accessories,” says Shirley Wang. 

The San Diego store is the first CAMERICH branded store in South America. The design of its 530 square meters display space highlights the bold, passionate style of the local market. Every detail has been well taken care of, which allow the unique experience of CAMERICH HOME IDEA atmosphere.

Avenue Louise and Waterloo Street in Brussels see many top luxury brands of the world. Among them stands CAMERICH, with a 500 square meters store that conveys both elegant taste and a modern, simple style. 

The persistence of CAMERICH eventually resulted in the Seattle store. The generally accepted US common practice is that furniture stores always carry products from several different brands. Stores with one single brand are quite rare. After years of cooperation, CAMERICH eventually won the confidence of its US partner with excellent designs and strong brand positioning. The Seattle store laid a solid foundation for CAMERICH business expansion in North and South America. 

Take a closer look at the overseas business presence of CAMERICH, London, Sydney, Seattle, Seoul, Melbourne, Vancouver, Brussels and Singapore, these are all major international cities. This is the approach CAMERICH is using to successfully present its designs and ideas to the international market, which also allows strong brand identification and influence over the surrounding regions.

Such a strategy means not only fierce competition from powerful rivals, but also higher cost and market risk. “However, we believe this is necessary. The winners will simply have to survive the market test,” said Mr. Fu Haijun, General Manager of CAMERICH. “In addition,” he explains, “fierce market competition helps expand our vision, inspires our ideas and ensures the dynamics of ongoing innovation by CAMERICH.” 

According to Mr. Fu Haijun, innovation and design are critical to any business. “Our biggest dreams are to build a strong brand with superior designs and through continued innovation, to turn the brand into a culture, and to extract from CAMERICH an essence that will survive the test of time.” 

“I was very much impressed by CAMERICH first global concept show in Shanghai. And its 2011 new products gave me even much stronger confidence on the two parties' collaboration, " said Belgian distributor David Van Loo. "CAMERICH is a promising brand. Its design combining characteristics of the east and west attracts a great number of loyal customers here. I am quite satisfied with my choice."   

The individualized design and distinct brand image have been offering all distributors confidence on CAMERICH’s further promising development. “With consistent quality, brilliant design and reasonable price, CAMERICH has created most satisfactory profits for us.” Tian Qiang, a CAMERICH distributor in Sydney, said, “I don’t see anything stopping us from opening a second store. In fact, we would like to open a third and a fourth.”