Somerton Furniture Gets a New Name

Furniture World News Desk on 7/1/2013

Rita Ho-Bezzola, President


Somerton Furniture reported that it is changing its name to Somerton Dwelling, signaling a rebranding effort with initiatives that affect the manufacturing processes, the design and merchandising of their product line and their position with the consumer. “Our mission is creating & selling innovative furniture for today’s consumers who have a modern sensibility, complemented by original design, superior quality, sustainability, customer service, and affordability”, says Rita Ho-Bezzola, President of Somerton Dwelling. “Our message to the consumer is live the life you love and we want to support that concept with every action we take.”

Somerton Dwelling is investing in their products with water based finishes, improved quality such as English dovetail joining and self-closing full extension glides throughout. Their sustainability story grows with the removal of all Styrofoam and implementing an all recycled packaging program. “There are some exciting dynamics to take advantage of in the home furnishing industry to make sure we grow our market share in the next five years, states Rita Ho-Bezzola, “They tell me I have saw-dust in my blood. However, I believe to be a force in the home furnishings industry, manufacturers need to start thinking like a consumer and produce products that we would welcome in our own homes.”

Somerton Dwelling’s goal is to be a source for the independent retailer to create a destination to compete with the major home-centric chains. The new product line will be styled and priced to complete head to head with the popular household retailer chains. Somerton Dwelling will utilize digital marketing, the consumer’s customary means of communicating, to develop personal relationships and build brand awareness and loyalty.

Somerton Dwelling has retained the Daly Group, a marketing specialist in home furnishings to integrate their new communications strategy with their new design and merchandising program. Somerton Dwelling will launch their new initiative at the 2013 Summer Las Vegas Market. The effort will include Corporate Identity, Public Relations, Advertising, Website and Social Media.

Somerton Dwelling is the US Sales & Marketing arm of Kingstone Furniture. Kingstone is located in Dongguan City in southern China, and is one of the premier furniture manufacturing facilities in this heavily industrialized region of the country.

Originally established in Taiwan in 1983, Kingstone made its initial investment in China in 1992.
In the United States, Somerton Dwelling has its corporate office and distribution center in Corona, CA, and an additional East Coast warehouse facility located in Stoneville NC.