• Thomas Russell

Kinwai USA names Schwall national sales manager

Industry veteran will help contemporary furniture specialist rebuild sales force, grow dealer base

HAYWARD, Calif. - Contemporary case goods and upholstery manufacturer Kinwai USA has named industry veteran Jeff Schwall national sales manager.

In this position, Schwall fills a role handled internally by members of the executive team in recent years.

Jeff SchwallJeff Schwall
He comes to the company from Ligna Furniture, where he has been president for about four years. Previously, he was president of Linwood Furniture and before that was head of U.S. sales at Shermag, where he worked for about eight years. Before that, he was with Lexington for 17 years, with his most recent role being vice president of national accounts.

In his new position, he reports to Raymond Zhao, president of Kinwai USA, and will be involved in rebuilding the sales force, new product development and rebuilding the company’s dealer base.

While the company has a West Coast warehouse, Schwall said that most of the company’s business is done on direct container shipments. These containers mix the many different categories that Kinwai produces in its 2 million-plus square feet of manufacturing in China.

He said he was excited about the opportunity largely because of the company’s niche in contemporary style furniture as well as the mix of the products it sells, which include master and youth bedroom, dining room and occasional, upholstery, office and accent furniture. The company also produces a line of outdoor furniture.

“It is a broader product line, and I believe the target direction of the company is right in line with the millennial consumer,” he said. “It is contemporary, and it is scaled for city living. … Instead of chasing them (millennial consumers) these guys have been here doing this…It is good quality and affordable product with great styles and finishes.”

At the April 22-26 High Point Market, the company also is expanding its showroom at 220 Elm, space 322, from about 7,000 square feet to just over 10,000 square feet.

Thomas RussellThomas Russell | Associate Editor, Furniture Today

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

Featured Video

  • Westwood Design finishes draw attention to nursery furniture

    Camera Icon More Videos