Global trade dynamics are reshaping strategies for European businesses, with French outdoor furniture leader Fermob announcing plans to pivot toward Asian markets, including the Chinese mainland, as rising U.S. tariffs squeeze profitability. The 135-year-old company, renowned for its iconic bistro chairs, now faces a 17% price hike on exports to the U.S. due to recent trade barriers, prompting a strategic reassessment.
Fermob President Bernard Reybier revealed to CGTN that chairs previously priced at $150 in the U.S. now require a $175 tag to maintain margins. "We’re evaluating reduced U.S. exposure while accelerating growth in Australia and Asia," Reybier stated, highlighting China’s burgeoning demand for premium lifestyle products as a key opportunity.
The shift underscores broader EU corporate trends amid geopolitical tensions. Analysts note that Asia’s post-pandemic economic resilience and growing middle class make it an attractive diversification target. Reybier expressed optimism about U.S.-China relations improving, which he believes would "benefit global supply chains and consumer access to quality goods."
For investors, Fermob’s move signals confidence in Asia’s consumer markets, particularly in sectors blending design innovation and sustainability. The company’s expansion could also spur cross-border partnerships as regional economies deepen trade integration.
