Beating the import threat - luxury furniture

I came across this super short case study in the FT (Oct 09) which is a great example to use to illustrate one strategy of dealing with cheap imports….

The UK furniture industry has suffered terribly in the last couple of decades from import penetration achieved by low-cost producers in countries like Poland and China. Much of the UK furniture industry has been wiped out.

But this business - Ben Dawson Furniture - is fighting on by focusing on premium segments of the market, where customers prefer a high-quality bespoke furniture solution.