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    Cebu furniture exporters
    see hope in new markets
     
    By Wilfredo Rodolfo III
    Reporter
     

    CEBU CITY—Cebu furniture exporters are pinning their hopes on new markets, particularly in the Middle East and in Russia, to cushion the effects of a reported US recession and the strengthening peso.

    Cebu Furniture Industry Foundation (CFIF) president Eric Casas said the $100-million annual industry is hoping to penetrate the Russian market, which he said is very “promising.”

    “Design-wise, our products will really stand out in Russia. We are top-of-the- line there, comparable with products from Italy,” Casas told reporters.

    CFIF is preparing for a “leaner but more significant” Cebu International Furniture and Furnishing Exhibition, or Cebu X, next month.

    Expo chairman Laurie Boquiren said the event will have its biggest Russian delegation ever, underlining the vast interest of the new  economic powerhouse nation on the Cebu’s high-end furniture creations.

    So far, 75 Russian furniture buyers have registered online for the Cebu X event— a number which organizers are hoping to double on the event dates itself, from March 6 to 9. “We don’t hear of Russia before. Now they’re here and they are very interested. That is really something,” Boquiren said.

    Although there will be less exhibitors in the event this year, Boquiren said the biggest players like Maitland-Smith and Dedon will be joining, signifying the two company’s support for the industry.

    “The lean times are the best time to beef up your marketing,” Boquiren said.

    Boquiren attributed the refusal of some firms from joining the expo to declining sales due to the strengthening peso and the declining demand in the US. Nationwide and local furniture export figures have been in the negative in 2007, she said.

    “After the subprime woes, less people in the US bought homes. That means less demand for furniture,” Boquiren said.

    Casas said the “triple whammy” on the industry is the increasing prices of raw materials, like wood and rattan.

    Cebu furniture, which target mostly high-end US markets, comprise close to half of the Philippines’ annual production.

    Boquiren said, however, that the US is still a huge market, considering most of the Cebu-made furniture are catered to the high-end market.

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