CTP promotes furniture export

Press, 30 May 1981, Page 19

CTP promotes furniture export

New Zealand's furniture export potential has been given a major boost with the recent publication of an export furniture catalogue. Many of this country's top furniture manufacturers are featured in the 36-page catalogue, the first time such a comprehensive showing of this specialist industry has been compiled. The company responsible for publishing the catalogue is Canterbury Timber Products. manufacturers of Customwood medium density fibreboard. As a result of Customwood's versatility and CTP's strong identification with loc.al furniture designers and manfacturers, the product — unknown five years ago — has established the major share of the New Zealand furniture and componentry markets. - The catalogue. “New Zealand Export Furniture,” is the latest example of CTP's support for the furniture industry. which must take a bold view of its opportunities if it is to succeed in marketing its finished goods in the export sector, the company says. It is one of a series of promotional projects CTP has initiated on behalf of the industry, all aimed at encouraging higher standards and skills amongst furniture designers and manufacturers. Specifically, the high-qual-ity catalogue will help build a’ positive identity for the industry and provide a useful sales aid for prospective export furniture manufacturers in their overseas selling ventures. Its stylish visual format does credit to the craftsmanship and originality of local manufacturers. More than 100 colour photographs depict elements of the 26 participating companyies furniture ranges which include high-quality audio and television cabinets. American-style colonial furniture, European kitchens, period reproduc-

tions, and modern Continen-tal-style furijiture. Editorial messages from each company outline the type of work specialised in, products available, and other useful data for intending purchasers. As well, essential information such as addresses, bankers, and trade affiliations is given, and a photograph in- : eluded of each chief executive, or executive responsible for exports.. The company profiles are preceded by a section projecting New Zealand as a progressive trading nation and another on Canterbury Timber Products, Ltd. The Minister of Overseas

Trade (Mr Taiboys), has written the foreword in which he commends the publication and urges the furniture industry to greater export efforts. CTP's marketing manager (Mr John Pettengill) who initiated the catalogue, says his company's involvement is ’: part of a strategy to actively assist New Zealand furniture manufacturers < achieve greater, success in exporting. “As exporters of Custom- , wood in our own right, we have gained considerable experience in trading on * overseas markets.” he says. ‘ CTP's expertise in the ex- ■ . port sector goes beyond merely marketing its raw

product. Marketing executives from the company have attended numerous trade fairs overseas, built up lists of contacts in the furniture and wood componentry markets of many countries, liaised with foreign government trade offices, and studied overseas furniture manufacturers, their ■ products and' their consumer markets. “We have built not only ,d' • ' reputation for Customwood overseas, but also acceptance for. its vast potential in the ; Joinery, furniture' and componentry industries',” Mr Petfengill says. “Last year, furniture exports earned New Zealand more than sl6‘ mil-

lion. This figure could be increased markedly, bearing in mind the strength of the industry in New Zealand. "To succeed in this goal furniture manufacturers must demonstrate more than a willingness to compete at international level. The furniture and componentry market is intensely competitive and sustained efforts must be made to ensure all elements of the marketing mix are professionally coordinated. "An integral part of this is for supplier and manufacturer to work together to promote both raw material and finished product. Ours is a concerted effort to do just that." CTP's contribution at the export level is complemented by its policy of assisting the industry attain higher standards in furniture design and construction. For example CTP has subsidised manufacturers using the Furniture Industry Research Association (FIRA) of Britain for testing prototype designs in Customwood, such as a one-piece construction chair. It sends regular issues of “Customwood News,” containing technical advice and new developments to specifiers, architects and the joinery and furniture industries. The company offers a special price rebate for Customwood MDF used in export products that are made in New Zealand. It also sponsors the annual Customwood Design Award competition aimed at focussing attention on the need to improve design and construction standards generally.. The winner each year receives an . all-expenses-paid trip to one ■ of the world’s leading furniture fairs. Two years ago it was a furniture exposition in Singapore. last year the German Furniture Fair in Cologne and this year the Scandinavian Furniture Fair in Copenhagen.