How Bencross disrupted home improvement in China

Home-furnishings disruptor Bencross was established six years ago and since developing this untapped market in China, the brand is evolving with an eye on long-term growth. 

Insights

• Before Bencross, home furnishings and furniture – except for IKEA – were a sub-category that did not exist in the market.
• One bestselling item is a gold-coloured aluminium coat hanger that Chinese consumers say makes their homes look classy.
• A brand has to form a certain trend or culture so that elements of its products can connect with people's hearts.

Key quote

“Chinese consumers who have a home-loving mentality consume for the convenience of their families or to lift their mood. No matter what difficulties they have gone through outside, they will keep their homes in a very beautiful condition” – Sheldon Li, CEO, Bencross.