Taiwan Carves Out Niche in Children's Furniture Market

As birth rates fall around the world, one would expect the children's furniture market to be in terminal decline. In fact it is thriving. Parents may be having fewer kids, but they seem to be spending just as much on the little darlings, driving the children furniture industry up, up and away.

Ergonomics, practicality, safety, sanitation, and fun are the key factors in making good children's furniture, the experts say. Children grow quickly, so the furniture should be made ergonomically to meet their changing body. The furniture also needs to be safe and secure enough to handle an active and restless child. The furniture should stand firmly and have smooth or rounded angles. It also needs to be easy to clean and have interesting designs or patterns, such as flowers, animals or cartoon character.

In Taiwan, the children's furniture industry has bee shrinking as manufacturers move to China and other countries. The companies that have stuck it out on the island have survived by upgrading and focusing on innovative high-end products provided for both domestic and foreign markets.

Safe and Fun

Established in 1987 as a manufacturer of metal office furniture parts, Kuang Shin Enterprise Co., Ltd. has in recent years expanded its production lines to kid's furniture. "With more than two decades in the OA furniture parts line, we faced few problems in entering the children's furniture sector," notes Lin Chun-feng, the company's sales manager. "The founder of the company is a veteran furniture maker and good at furniture manufacture and design. So, we were able to smoothly add children's furniture to our line several years ago."

Kuang Shin initially focused on the local market for its children's furniture. But a few years ago, the company decided to explore overseas markets as well. "Although we are excellent at manufacturing, we lack experience in international trade. So we depend on traders to help us develop international markets," Lin says.

Since entering the children's furniture line, Kuang Shin has steadily upgraded its R&D and focused on the production of high-end furniture items for young children and adolescents. "We are very careful in our choice of designs and materials for children's furniture. Whenever we develop a new item, we consider convenience, comfort, and safety," Lin emphasizes. "So far our products have been patented in Taiwan, China, the U.S., and Germany."

The company recently developed a stylish, adjustable and multifunctional desk designed for kids in the Internet generation. The desk can be adjusted up and down and can be lowered to a level even for toddlers as young as three years old. The desk has a writing board that can be separated into two pieces. The upper part of the board can serve as a reading rack or easel and the lower part can double as a computer or keyboard holder.

"In addition to innovation and multifunctionality, we prioritize safety in our children's furniture," Lin stresses. "Children are active and restless, so we develop furniture that is safe for them to use."

"Our furniture is also eco-friendly because we use recyclable non-toxic materials and changeable parts," Lin adds. "Green products are gaining in popularity around the world. So we are committed to responding to this trend."

In addition to children's furniture, Kuang Shin also makes computer desks, OA chairs, row seating, chair mechanisms, and display racks. In addition to selling to the domestic market, the company intends to actively develop sales to Europe, Japan, the U.S. and some developing countries.

Ergonomic Design

Founded 25 years ago, Tay Huah Furniture Corp. has developed into one of Taiwan's foremost manufacturers of children's furniture. The company focuses on specially designed desks and chairs for children, as well as office furniture, with an emphasis on safety, comfort, and functionality.

In its early years Tay Huah produced mainly office chairs for export. About 18 years ago, the company expanded into the children's furniture line. "We saw a potential market for children's furniture, so we jumped into this line," explains Candy Chang, general manager of the company.

"We care about the health and happiness of children, so we have devoted considerable effort to develop top-quality furniture. Our product development budget generally accounts for 15% of our manufacturing cost," Chang states. "Our children's furniture products are ergonomically designed, safe and healthy. They can also accommodate growing kids and their special needs."

Most of children's desks and chairs of Tay Huah's are designed with ergonomic features to support the spinal column and muscular system in order to promote a healthy sitting posture in youngsters. The ergonomically designed writing desk allows kids to work easily and comfortably. The chairs that accompany the desks are height adjustable to provide optimal spinal support for growing children.

Unlike most other furniture makers based in Taiwan, Tay Huah does all of its production on the island. "We are proud of our manufacturing technologies and believe quality is our ace card in the global market," Chang notes.

To stay competitive in the world market, the company's formidable R&D team regularly rolls out new products. Currently the company is promoting its new 'Teddy Bear' desk, which features a stylish, ergonomic and flexible design.

"The desk can be set up in only 20 seconds and comes with a German-made gas-lift mechanism that needs no electric power," Chang indicates. "The desk is made of high-pressure corrosion-resistant melamine, and environmentally-friendly glue is used instead of urea, which contains harmful ammonia." To help create a light, relax and happy atmosphere, the desktop is available in a variety of bright colors.

Tay Huah exports 80% of its products. It has more than 20 foreign clients now, mainly in Europe, including Germany, Sweden, Switzerland, Russia, Ukraine, and Romania, as well as in Southeast Asia countries, including Singapore, Indonesia and South Korea.

Going Green

Another leading children's furniture manufacturer in Taiwan is King Yueh Cheng Co., Ltd. (KYC), a 60-year furniture industry veteran. "My grandfather started his career as a rattan furniture maker about 60 years ago. The hand-made furniture was provided mainly to residents in neighboring townships," recalls Tommy Wei, sales manager of the company. "During that hard time, only a few people on the island could afford decent furniture sets," he notes. "Chairs and desks for school students were crude and rough."

"So my father decided to create better furniture for children and youngsters after he took over my grandfather's furniture business some 30 years ago," Wei continues. "Through his hard work, the company has grown into one of Taiwan's most professional makers of children's furniture."

"About 20 years ago, we started to make our products with environmentally friendly materials purchased from advanced countries," Wei says. "We import non-toxic glue from Germany and pinewood from the United States. Our products have passed the low lead and low formaldehyde tests both in Taiwan and Japan."

Today KYC supplies a variety of children's furniture, including chairs, desks, cabinets, benches, foldable manual training tables, toy stands, cartoon-shaped bookshelves, bunks, slides, and more. "Innovation, education and recreation are three key points for us to follow when developing children's furniture. We hope our furniture can help create an enjoyable learning environment for kids," Wei adds.

Japan is one of the company's major export outlets. "We used to export 40% of our products, but the percentage has shrunk to just 20% due sharp declines in sales to Japan. We also sell our products to the United States, Germany and Singapore."

In Taiwan, KYC's major clients are kindergartens, nurseries, preschools, and day-care centers, Wei says. "The market in Taiwan is also shrinking since people are having fewer children. Last year the number of kindergartens on the island fell by more than 300 due to enrollment shortages. So, we decided to explore the market in China and also expand the production of furniture for adults."

Cleaning Up

Founded in 1974, Elite Manufacturing Co., Ltd. is a professional maker of school furniture, collapsible storage racks, display shelves, metal parts and related stationery articles. "We are one of the few school furniture makers that operate exclusively in Taiwan," says George Chiu, marketing manager of the company. "We offer a wide variety of school furniture in different sizes serving everything from elementary to high schools."

Since cleaning convenience is a major consideration with school furniture, metal and plastics are the main materials in Elite's school furniture line. Ergonomic design, safety, recyclable and non-toxic materials, and ease of maintenance are other distinguishing qualities of the company's products.

To meet the ever-changing market, Elite continually rolls out innovative new furniture items. "We have five people in our R&D department and more than 100 highly skilled and experienced line workers," Chiu notes. "Our manufacturing lines can handle cutting, bending, pressing, welding, and polishing processes. Last year we purchased new machines to update our facilities and equipment to enhance our manufacturing capability and stay competitive."

Elite's products are turned out mainly on an OEM or ODM basis, with 80% of the output destined for overseas markets. The company's major export markets include Japan, South Korea, Germany, the U.K., Australia, Canada, and the United States.