Inside the World’s Fair with High Point Furniture Manufacturers

Inside the world’s largest furniture fair – the High Point Market – global brands converge to showcase innovation, craftsmanship, and new trends. As a Vietnamese furniture manufacturer, we had the chance to observe and connect with top High Point furniture manufacturers, gaining insights into how they shape trends, build partnerships, and stay competitive.
In this article, Aurora Craft shares firsthand insights from our debut at the High Point Market – covering booth setup, meeting global buyers, and valuable lessons that only true participants get to experience.

WHY HIGH POINT?

Have you ever wondered why High Point, and not any other city, is considered the furniture capital of the world? It’s a question many people tend to overlook, yet it holds a wealth of fascinating truths about this remarkable place. And once you uncover the answer, you’ll find yourself saying, “Wow, amazing.”

History of Formation and Development

Let’s begin with the origins of High Point in the late 19th century. The city earned its name because it was the highest elevation along the intersection of two major railroad lines – Charlotte and Goldsboro. This strategic location made High Point a natural hub for transporting raw materials such as oak, pine, and maple from surrounding areas. As a result, the timber and construction industries flourished, gradually evolving into a thriving furniture manufacturing sector.

By the early 20th century, the industry experienced a major boom as numerous medium- and large-scale furniture factories emerged across High Point. In 1909, the first furniture exhibition was held – the forerunner of today’s world-renowned High Point Market. High Point quickly became the furniture trading center of the Southeastern United States, thanks to its competitively priced, durable, and stylish products – establishing itself as the leading High Point furniture manufacturer region for the American middle class.

Between the 1950s and 1980s, High Point expanded beyond its regional roots to become the largest furniture hub in the United States. The High Point Furniture Market attracted thousands of retailers, dealers, and designers from across the country. In response to this growth, the local government invested heavily in infrastructure – building additional showrooms, hotels, and facilities to support the exhibition. Universities such as High Point University also began offering academic programs focused on furniture design and business, further reinforcing the city’s leadership in the industry.

By the end of the 20th century, manufacturing began shifting to Asia due to lower labor costs and abundant resources, forcing many factories in High Point to close. However, instead of falling into decline, the city strategically transformed itself into a global hub for furniture exhibition and trade.

Today, High Point is an essential destination for the global interior and furniture industry – and remains home to many historic High Point furniture manufacturers that have adapted to the evolving marketplace. Numerous major brands – including Bernhardt, Century, Hooker, Lexington, and others – have established permanent showrooms here, solidifying the city’s role as the world’s premier furniture marketplace.

The growth of the furniture industry has become deeply embedded in the local identity of High Point. For generations, families in the city have worked in woodworking and furniture manufacturing. When visiting, you’ll notice how public art, museums, and even street names reflect this deep-rooted heritage. The city regularly hosts events centered around design, craftsmanship, and innovation.

High Point is not just a place where furniture trade happens – it is a city built by the furniture industry. From its strategic location and natural resources to the entrepreneurial spirit of its people, everything has contributed to a sustainable ecosystem with global appeal.

High Point Market: The Furniture Capital of the World by the Numbers

The High Point Market is held twice a year – in April (Spring) and October (Fall). Today, nearly 12 million square feet (over 1 million square meters) of exhibition space spread across 182 buildings is maintained and continuously expanded in the heart of High Point. The event attracts more than 2,000 exhibitors from over 100 countries. Each market season welcomes over 75,000 attendees from various sectors, with approximately 10% being international buyers.

Each year, the High Point Market contributes approximately $6.73 billion to North Carolina’s economy, making it the state’s most significant economic event. The trade show directly supports 25,014 jobs and indirectly drives a total of 42,427 jobs through its broad impact on local supply chains and consumer spending. Additionally, the market generates around $616 million in tax revenue across federal, state, and local governments – with $202 million going directly to state and local budgets.

Thanks to these remarkable figures, the High Point Market is considered the largest economic event in North Carolina – surpassing even the Super Bowl and NCAA Final Four, according to a 2018 study by the Duke University Global Value Chains Center.

Beyond the exhibition itself, attendees and exhibitors have countless opportunities to connect with potential partners through networking events, casual lunches, and entertainment programs. The event not only energizes the furniture industry but also boosts related sectors such as tourism, hospitality, food service, and media – creating a powerful ripple effect throughout the regional economy. It continues to elevate the visibility of High Point furniture manufacturers on the global stage, reinforcing their role in shaping industry trends and supply chain innovation.

How High Point Furniture Manufacturers Set Global Trends

High Point furniture manufacturers don’t follow trends – they create them. Their innovative designs frequently debut at High Point Furniture Market Show, significantly influencing global interior design standards. By staying ahead of market trends, these manufacturers consistently introduce furniture collections that resonate deeply with consumers and interior designers alike, setting benchmarks in aesthetics, functionality, and sustainability.

These trendsetting activities position High Point as the global epicenter of furniture innovation, attracting top designers and industry professionals worldwide.

TOP FURNITURE BRANDS SHOWCASED AT THE HIGH POINT MARKET

Leading U.S. Furniture Brands

• Bernhardt Furniture
• Hooker Furnishings
• Bassett Furniture
• Universal Furniture
• Century Furniture
• American Leather
• Vanguard Furniture
• …

Prominent International Brands

• BOVI (Portugal)
• Bontempi Casa (Italy)
• International Furniture Direct (Mexico)
• 3 Days Furniture (Malaysia)
• Arper (Italy)
• Aurora Craft (Vietnam)
• …

HOW TO BECOME AN EXHIBITOR AT HIGH POINT MARKET?

There are two types of exhibitor models at High Point: temporary and permanent. With the permanent option, exhibitors gain a number of advantages – your brand will appear consistently in High Point’s official marketing materials, increasing visibility and brand recognition. You also have greater control over your showroom layout, allowing for a more curated and professional display experience that can attract high-quality B2B clients.

However, this comes with significant financial commitment. Most building owners require long-term leases of at least 3 to 5 years, and initial setup costs can be substantial. You’ll also need to invest in branding campaigns to stand out from the competition – because at High Point, you’re certainly not alone. Outside of peak trade show seasons, daily traffic tends to slow down significantly, so it’s important to ensure your presence remains visible and relevant.

In this section, we will focus on how to become a temporary exhibitor – a more accessible option for first-timers or those with limited budgets. We’ll share our experience and valuable personal insights gained from our own journey as a Vietnam-based High Point furniture manufacturer exhibiting at the Market.

Preparation

One thing is certain: every success begins with a well-prepared plan. If you decide to exhibit at High Point, we strongly recommend starting your planning process at least four months before the show season.

But why is early preparation so important, and what should you pay attention to during this stage?

• First of all, when you decide to participate in an international-level trade show, you’ve likely already researched the event carefully. Reaching out at least four months in advance – or even earlier – gives you more time to understand the process, get your questions answered, and prepare the necessary budget and personnel for the show.
• This stage is also when you should finalize the products you plan to showcase. One important note: be thoughtful about the quantity of products you bring. Make sure to select only the pieces you are most confident in, and keep the number manageable – as this directly impacts transportation costs and booth space requirements. This is also the time to start preparing your marketing materials, such as catalogs, brochures, business cards, and other promotional content for your company.
• Next comes booth selection. At High Point, the top floor of the Suites at Market Square building (200 West Commerce Street, High Point, NC 27260) is the designated area for international furniture exhibitors during the show. Contacting the organizers early gives you more flexibility in choosing your booth location. Be sure to secure a space that offers high visibility so potential buyers can easily find you.

First impressions are always important. We typically prioritize booth locations near walkways connecting from other buildings or close to escalators – ensuring that we are among the first exhibitors visitors see as they enter the space.

• After choosing your booth, pricing becomes the next key consideration. Don’t hesitate to negotiate the rental fee and payment terms with the trade show organizers. We were able to save a notable amount by securing a lower rate through negotiation. The organizers were very friendly and supportive – especially toward first-time exhibitors like us – and did their best to support us.

You can still contact the organizers to check for newly available booth spaces or request an upgrade to a larger booth if needed.

• When registering for a booth, you will be required to provide information about the staff members who will be present at your exhibition space. Once the contract is signed and the initial payment is made, the trade show organizers will issue official invitation letters for each person on the list. These invitation letters can be included in your visa application package, which may increase your chances of obtaining a U.S. visa. In addition, accommodations, transportation, and estimated travel expenses for your team during the show period should also be planned well in advance.

Depending on the location, having an invitation letter does not always guarantee that your visa will be approved. Therefore, it’s a good idea to plan for more personnel than you initially expect to bring. This approach can increase your chances of securing enough approved visas to support your exhibition needs.

• So now you’ve secured your spot at the trade show. It’s time to start designing your booth and focus on production to ensure that what you showcase represents the best and most polished work your company can offer. At the same time, you should reach out to logistics partners and plan shipping for both ends – making sure your shipment arrives at the show on time and at the most optimized cost.

The organizers will send you important materials including exhibition guidelines, side event schedules, logistics services, and registration forms. Carefully reviewing these documents will help you stay proactive and avoid unnecessary issues throughout the process.

During the Trade Show

The months of preparation pass quickly, and now you’re standing at the doorstep of the trade show. Typically, exhibitors are allowed to begin setting up their booths up to one month before the official opening of the event. Make sure you arrive well ahead of time to complete your booth setup thoroughly and without rushing.

If you’ve read the materials carefully and prepared properly, this phase should be quite manageable. The trade show organizers usually assign one or a few on-site coordinators to assist exhibitors, and we believe you’ll be pleased with the level of support they provide.

Once the show begins, you’ll have about five days to seize valuable business opportunities with potential buyers. Take good care of your health and maintain a relaxed, positive mindset throughout. A professional, focused, and welcoming attitude is always appreciated by visitors, especially when they’re meeting dozens of brands in a short time.

Keep in mind that your neighboring booths may be competitors, but they could also become future friends or collaborators. Being polite, respectful, and open to conversations beyond sales can create lasting impressions. These interactions might lead to unexpected partnerships, helpful advice, or even referrals – so maintaining a thoughtful, collegial attitude can go a long way.

Outside of show hours, we highly recommend visiting other buildings and exhibition areas around High Point, as well as attending side events to truly experience the scale and energy of the market. You never know what insights or opportunities you might come across. Experiencing the event firsthand gave us a deeper appreciation for how leading High Point furniture manufacturers showcase their brand presence and product excellence on the global stage.

During the show, we were invited by several potential clients to visit their showrooms in High Point, and we were truly impressed by the scale and sophistication of their displays. We were also honored to have representatives from TJX and Walmart visit our booth. They expressed strong interest in our products and proposed establishing a business relationship – an opportunity any company would dream of.

We also had the pleasure of meeting an elegant older couple – owners of a showroom in another building – who stopped by after hearing enthusiastic buzz about our booth. They were the first to tell us about the origins of the High Point Market. We even had the opportunity to attend an intimate lunch with fellow exhibitors and notable figures from the industry. Listening to their stories and experiences was one of the most valuable takeaways from our time at the event.

After the Trade Show

So the five days of the trade show have come to a successful close. Now it’s time to begin the teardown process. While this stage may not feel as demanding, it still deserves proper attention. In fact, you should already have a plan in place for how to handle your displayed products before the show even begins.

In our opinion, shipping products back to your home country or disposing of them should be considered last-resort options. That’s why we’ll focus on post-show product liquidation – a practical solution that can save costs, reduce waste, and even generate additional revenue after the event.

If you have a warehouse in the U.S. or a partner willing to purchase your entire product display, that’s ideal. But what if you don’t? Typically, the organizers allow exhibitors up to two weeks to dismantle their booths and return them to their original condition. Fortunately, the High Point Market provides opportunities for you to sell your items to interested individuals or organizations, as long as you follow their rules and procedures.

Once you agree to sell items to someone, you are required to issue both a receipt and a bill of lading for the buyer and provide a copy to the show organizers. The Market will clearly communicate the official pickup timeline. You should inform buyers of the exact pickup date, time, and location based on those guidelines. Your role is to properly pack the items and deliver them to the trade show logistics team, who will hand them over to the buyer on the assigned date.

High Point also has trusted partners offering services such as custom banner and poster printing, flooring and wall installation, display accessories for rent, setup labor, booth teardown, and transportation. All available services are outlined in the documentation provided by the organizers. If anything is unclear, don’t hesitate to reach out for clarification. That said, we personally prefer to work with our own team whenever possible – it allows us to stay in control and avoid communication issues, especially language barriers.

If you’re not in a rush to return home, we highly encourage you to meet with potential partners you connected with during the show. It’s a valuable opportunity to better understand their needs and leave a lasting impression. At the same time, don’t forget to follow up promptly with new contacts. Don’t let potential buyers forget about you due to a delayed response.

After all, many High Point furniture manufacturers have succeeded not just by exhibiting, but by taking quick and decisive action after the show. We hope you turn your efforts into real results – and close many new deals ahead.

In fact, for quite a long time after the exhibition, we continued to receive attention and inquiries from potential buyers because our company remained listed on the trade fair’s website. To be a High Point Furniture Manufacturer has given us significant benefits.

AURORA CRAFT AT HIGH POINT MARKET: MOMENTS IN PICTURES

CONCLUSION

High Point Market is not just a trade show – it’s a place where inspiration, innovation, and meaningful connections in the furniture industry come together. Through our journey at the exhibition, we not only showcased our products to a global audience but also learned immensely from design trends, display techniques, and the unique stories behind each brand.

High Point offered us truly memorable experiences and became a driving force that motivates us to keep evolving – to refine our products and services even further. We believe that with every exhibition, we grow stronger – ready to take on new challenges and bring the value of Vietnamese craftsmanship to the global stage.

ABOUT AURORA CRAFT

Aurora Craft is a Vietnam-based furniture manufacturer combining traditional craftsmanship with modern production, backed by a strong commitment to quality. We offer a wide range of furniture with premium quality, full in-house control, low MOQs, customized to meet diverse business needs, competitive prices, and global shipping-ideal for wholesalers, retailers, and hospitality buyers.