Iconic Michigan Furniture Brand Herman Miller Triples Sales on Alibaba

American interior design brand Herman Miller is building a home on Alibaba’s online marketplace. The Michigan-based furniture company, known for its ergonomic chairs and modern touches, partnered with Alibaba in 2013 as an experiment. Ten years later, the online marketplace, which reaches over one billion consumers, is integral to its global business.

“Growth in China is really important for our company overall. And the best place to see all of our products and the whole brand proposition is on Alibaba’s online marketplace,” said Eric Ishii-Eckhard, Director of Digital, APMEA, at Herman Miller.

Ishii-Eckhard shared that Herman Miller leverages Alibaba’s tools to understand customer preferences, reach new audiences, and make the sale. As a result of its success on Alibaba, the furniture brand expanded its product line on Alibaba with its gaming furniture line in 2020. By the end of 2023, game sales had grown by 300%.

“The best place people can see the brand, learn about what we offer, and get the brand story is on our Tmall flagship store,” adds Ishii-Eckhardt.

“We see [Alibaba] as the digital equivalent of Fifth Avenue in Manhattan for China.”

“Growth in China is really important for our company overall. And the best place to see all of our products and the whole brand proposition is on Alibaba’s online marketplace."
—Eric Ishii-Eckhard, Director of Digital, APMEA, at Herman Miller