Omnia Leather Rebuts Imports With "Made In Chino; Not China" Campaign

Furniture World Magazine

Omnia Leather, producer of leather seating, has taken aim at imports and dealer response has been the greatest in the company's history. The premise of the program, according to Murray Eastern, director of sales and marketing, is to respond competetively to the import container market. "Of course we cannot compete with a dollar a day labor rate," the executive explained, "but we have a certain competitive advantage that our domestic location and orientation offers. "Namely, the ability to offer a wide assortment of leather types and colors in as little as four weeks in over 80 different styles." The Omnia Program features the ability to container (truckload) customers to special order items that they show one at a time in a variety of configurations or colors at the same container price. "About a third of our busines is being done in sectionals because Omnia has the ability to change the shape, size and color without any delay to the consumer," Eastern stated. "The import companies cannot respond as quickly to a sectional request and consequently Omnia is getting the business," he added.