GREENSBORO, NC - South Sea Rattan has launched a major rebranding initiative, which includes a new name, a new corporate look, and an expanded product line, set to be unveiled for the first time at the Casual Market in Chicago next week.

The move comes on the heels of a new addition to parent company South Asia Manufacturing, industry veteran Bill Benton, who joined the company late this summer as group president of the family-owned firm. As reported last week, Benton, who reports to owner and chief executive Jacob Kuo, has merged Fairfax, the company’s case goods division, with sourcing specialist Oasis Home & Décor, into one entity now known as Oasis Home Collections. 

Benton was previously the founder, president and chief executive of case goods resource Folio21, and has served as president of CR International, a subsidiary of Chromcraft Revington, as well as president and chief executive of Powell. His career in the home furnishings industry also includes extensive retail experience with nearly three decades in various management positions at Levitz Furniture.

According to Joyce Kuo, vice president of business development, South Sea Outdoor Living’s new name and corporate identity better reflects its product offering and direction. “For more than 30 years we’ve been known as South Sea Rattan and were known as a specialist in the wicker and rattan category,” Kuo relates. “While we built our business in these indoor product categories, as we’ve grown, our product assortment has naturally evolved into the outdoor segment as well.”

Serving a broad spectrum of customers, from full-line furniture and specialty stores to the interior design trade, as well as contract and hospitality, the company built its reputation on better-end looks at affordable price points. Long focused predominantly on seating and dining, the company is moving quickly into an expanded offering of accent pieces and ancillary outdoor products.

“As we move forward, we intend to capitalize on the acquisition and merger of Oasis Home & Décor with Fairfax case goods,” Benton says. “South Sea Outdoor Living will certainly benefit from the blending of their unique perspective in terms of design, led by product development pro Scott Ballard, as well as expanded sourcing capabilities. It’s no secret that blending indoor and outdoor looks has excited consumers, and given our strength and proven abilities in the indoor category, we believe we’re exceptionally well positioned to help all of our dealers make the most of the fast-growing outdoor business.”

In Chicago, Kuo notes, dealers will be treated to new textures and materials. “We’ve focused our efforts on synthetic wovens and wicker,” she relates, “and our niche has been in the transitional and classic styles, in both natural and synthetic materials. “Now, we’re finding success in more modern and versatile silhouettes, and we’re working in extruded aluminum for more modern touches.” Indeed, market-goers should be on the look-out for the new Grand Isle Collection, featuring a new wicker weave construction in fashionable grey tones with extruded aluminum accents.

Products for South Sea Outdoor Living, and its counterpart, Oasis Home Collections, are being warehoused domestically for coast-to-coast distribution. “We’re investing quite a bit now into elevating the company not just in terms of new product direction and design, but also in improved customer service, how we track inventory, and all of our internal structures,” Kuo says. “We’re also very excited about the opportunity to work alongside Bill, whose experience as a manager on both the manufacturing and retail sides of the business is unparalleled in our industry. As he has said, ‘It’s a new day and a new company and we’re eager to demonstrate how we can set retailers apart in their markets.’ ”

In Chicago, South Sea Outdoor Living will show in the former South Sea Rattan showroom, Space 1532. In High Point, all three companies will be consolidated into one flagship showroom designed by leading retail strategist Connie Post. “Connie is at work on what promises to be an exciting and inspirational space for retailers with new ideas in merchandising and consumer engagement,” Benton says.

The company has secured a showroom on the lower level of Plaza Suites, Space C102.

www.southsearattan.com