Finding the right niche in China

With a family history steeped in the furniture industry and a degree in material science, Hutchings has the right credentials for leading the international business of the company. He said that Humanscale is not looking at just growth, but to make a lasting commutment with its products.

"We don't want to be seen as an ordinary furniture-maker, but rather as a company that provides ergonomic products and services," said Hutchings, adding that ergonomics has meanings that stretch beyond ordinary furniture.

The term ergonomics originates from Greek, which means "natural law of work". Humanscale's products are different from others as they adapt to the needs of the user and do not force the user to adjust to product needs, he said.

According to the Furniture Industry Research Association, ergonomics is "the application of specialist knowledge of human anatomy, biomechanics, physiology and psychology to the process of product design in order to ensure that the finished item offers its user optimum comfort, safety and efficiency".

Hutchings said that the ergonomic furniture market has immense growth potential. "Theoretically, everyone who uses a computer could be a potential user of ergonomic furniture."

According to data published by the China National Furniture Association, annual sales of furniture products in China touched 1.2 trillion yuan ($192 billion) by the end of last year, with 20 percent coming from office furniture.

Hutchings said Chinese firms have to gear up if they want to catch up with global companies like Humanscale. Some domestic playser like Aurora Co Ltd and ASIS Furniture Co have already launched their range of ergonomic products, while others are planning to do so, sources said.

Humanscale plans to have better business-to-business linkages and sell products that appeal to companies, families and individuals alike through e-commerce platforms in China.

According to Hutchings, the beauty of ergonomics products lies in the good experiences. For this reason, he said that even if opening a showroom entails additional costs, it is worth considering as the additional space provides consumers with several tangible benefits.

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