As China’s middle class continues to grow rapidly so does their taste for high quality, Australian made products. As a result, Sebel Furniture has returned some of our offshore manufacturing back to Western Sydney to support the increase in demand and export sales.

As China’s economy continues to grow, more of the country’s workers are earning a better income and joining the middle class. These working consumers are increasingly willing to pay a premium for higher quality, international brands like Sebel.

To capture the full potential of this attractive market segment, many Chinese companies are looking to differentiate themselves from local “copycat” products by selling Australian-made products such as Sebel’s hugely popular Postura Max chair. Designed and manufactured right here in Western Sydney, our Postura is loved by over 7.7 million people worldwide, and is now generating interest in the Chinese market due to its superior design and engineering. 

Sebel’s 60 year heritage and commitment to rigorous product research, design and testing qualities has resonated with the emerging and affluent Chinese middle class. Our Design Led Innovation approach has lead to breakthroughs in the way we work with educators and this has helped us secure our first shipment to China. As a result, we have since appointed the Chinese company Beijing Kangai Healthcare Furniture Co Ltd (Kangai) as our exclusive distributor for our education range of furniture for China. Kangai are planning to launch Sebel to the market in May 2016. Their marketing campaigns are directly aimed at the middle class and promote messages of quality, durability, health, safety and good posture.

This partnership is just one of our exciting future growth plans and we look forward to further partnerships that will increase our export sales and dealer channels worldwide.

For more information on Sebel products, please visit www.sebelfurniture.com