How Did Ethan Allen Identify The American Market Opportunities

Ethan Allen understood that the American market was stagnant and even declining post the recession in 2008. Ethan Allan identified the opportunities as well as threats allowing them to prepare for the challenges ahead of time while identifying where the market opportunities were. Some of the original opportunities were the demand for high quality American made furniture in Asia, the limited raw material resources (cherry wood etc.), the ability to merger with small furniture retailers/manufacturers, low transportation costs and eventually reducing the export fees when exporting from the USA. Some issues considered were: Import and export fees, competitors that had a global presence.
Ethan Allen challenges in the next 10 years will be the
devaluation of the Chinese Yuan and the decline in consumer demand for tangible goods as well as how to improve revenue to the shareholders since they are already lean and can only increase prices unless they find another growing economy.