Elkay Exports U.S. Products to Shanghai
March 12, 2014 | 2:05 am UTC

Oak Brook, IL - Elkay Manufacturing Company, a 92 year-old, privately-held American maker of cabinets, sinks, faucets, water coolers and bottle filling stations announces the grand opening of a new 6,000 sq. ft. showroom in Shanghai, China.

According to Tracy Wu, general manager for Elkay China, “The China cabinetry market has been dominated by European-styled cabinets for the last ten years; consumers have never had the chance to experience real American kitchens.”

“However, with the economic growth and increased interest in American lifestyle, we believe the Chinese market is optimal for American built and styled cabinetry,” Wu notes.

Research undertaken by McKinsey suggests that, barring major world economic shocks, China’s GDP will indeed continue to grow, at an annual rate of some 7.9 percent over the next ten years compared with 2.8 percent in the United States. The difference is that consumption, rather than investment, will be the driving force.

The Elkay Shanghai showroom has two floors of product displays, and a lower level in which design professionals can receive training on the store’s U.S. brands and products, participate in round table discussions with other Shanghai-based residential designers, and attend social events.

Over 20 different kitchens, bathrooms and other room settings are featured in the display area, and all are hand-selected with the Chinese consumer in mind. Brands include Medallion® Cabinetry, Elkay sinks + faucets and more.

“One of the most important messages we are going to deliver to the Chinese consumer is Made in the U.S.A.,” states Wu.

Wu adds that when considering the price points the showroom offers, the Chinese consumer will typically have an interior designer assisting with product selections; therefore, the store will cater not only to consumers, but also to trade professionals.

Typical lead-time for a full kitchen or bathroom order is 16-20 weeks, according to the Company.

Key Shanghai store support staff includes: Penny Liu, lead designer of the showroom, Neins Lee, sales and marketing director, and Joyce Wang, marketing specialist.

Since 2005, McKinsey has conducted annual consumer surveys in China, interviewing in total more than 60,000 people in over 60 cities. The surveys have tracked the growth of incomes, shifting spending patterns, rising expectations.

For more than 90 years, Elkay has been an innovative manufacturer of stainless steel sinks and faucets for residential and commercial use. Headquartered in Oak Brook, Illinois, Elkay expanded its commercial offerings 43 years ago to include efficient water coolers, drinking fountains and the award-winning EZH2O® rapid bottle filling stations. In 1993, Elkay further expanded its reach into the kitchen and bath industry with the acquisition of several cabinet companies, including Yorktowne™ Cabinetry. Today the Elkay Cabinet Group is one of America’s leading cabinet makers with eight brands in the U.S. marketplace, including the award-winning Medallion Cabinetry brand, recipient of the Best of Houzz award, 2012.

For more information regarding Elkay brands, visit elkay.com

Source: Elkay

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