Baker Furniture, as seen in Oval Office, makes its mark in China
Presidents and film stars have long recognised the quality and craftsmanship of the luxury brand, which, three years after opening in Hong Kong, has secured a Shenzhen partner for its expansion into China
Furniture by luxury brand Baker can be found in high places. US President Barack Obama has pieces in the White House's personal living quarters, guest quarters and in the Oval Office, continuing a tradition that started during Ronald Reagan's presidency in the 1980s. Furniture by Baker has also graced the Oscars' green room, a backstage area of the LA theatre where presenters and performers hang out when they're not on stage.
Now the brand, which was founded in 1890 by Siebe Baker, a Dutch immigrant and craftsman, is making a huge push into China. It opened a store in Hong Kong in 2012 and last month made its debut in Shenzhen with the opening of a two-floor flagship store. The move comes as the company opens up its 12th retail channel in the growing Chinese market.
Consistent with Baker's international expansion business strategy, the flagship was executed with the help of a local Chinese partner. "We are very much about developing relationships with someone who has the expertise of that individual market and relationships with the leading design community," says Brett Beadleson, vice-president of dealer sales.
In the case of Shenzhen, this flagship was realised with local dealer Atelier A+. "The relationship between Baker and Atelier A+ started six years ago, when I was the marketing and branch development person for Baker in the Asia Pacific," says Atelier A+ general manager Anita Lin.
"I had a chance to visit the North Carolina factory at that time and I fell in love with the brand.