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A business consultancy, based in London, England, John Sacks' JSA Consultancy Services provides expert, in-depth, information advice and guidance as to how to exploit successfully the office furniture and interiors markets in Europe, North America, Australasia and Japan.

Steelcase to Sell Direct in India

Thursday 13 March 2008

Steelcase is reported to be using a direct selling model to sell office furniture in India. The company has had a presence in India for the last five years through distributors. However, now Steelcase reportedly will set up its own showrooms across major Indian cities and has already opened its first showroom in Delhi.
\"We are hoping that the information technology enabled services industry will continue to grow as these are our potential clients,\" Uli Gwinner, President, Steelcase Asia Pacific said.

Steelcase will import \"ergonomically designed furniture\" from countries like the US.

In India, companies like Ergo and Featherlite compete with Steelcase for office furniture. \"We will invest between $1,00,000 and $10,00,000 per showroom,\" Gwinner said.

The company plans to have two more showrooms in India this year with the Bangalore showroom opening next week. The company is also looking at cities like Mumbai, Chennai and Hyderabad as well.

Steelcase is following Haworth into India. In 2006 Haworth announced that it would make India its manufacturing hub for southeast Asia and the Middle East. Earlier this year Haworth\'s Pune, India showroom achieved LEED Gold certification for Commercial Interiors (CI) from the U.S. Green Building Council (USGBC).

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