Firm expands as shoppers go into hiding

Brian Smaill's company Criterion is looking to hire a few more staff even in these tough economic times. Photo / Greg Bowker

Auckland furniture maker Criterion is cautiously expanding, despite the recession, because of what it calls "cocooning".

"When people get nervous they tend to cocoon, they tend to stay at home," says chief executive Brian Smaill.

And that's exactly what his company needs because its core business is making cabinets for entertainment gear such as flat-screen televisions.

In this economic climate no one is rushing out to hire hundreds of people but Mr Smaill expects to expand his workforce of 240 by "a few" more.

"It's looking very promising," he said. "We are selectively recruiting, though it's more to get a higher skill set. We are looking at people who are skilled in technology areas with CNC [computer numerical-controlled] equipment and management of people."

Eighty per cent of the company's products are exported, mainly to Australia.

"We are ahead of budget in Australia, although I think they are living in denial at the moment," he said.

Its strategy in Australia and New Zealand is to concentrate on personalised products such as custom-designed kitchens where mass-produced imports cannot compete.

But the company is also making serious inroads in the United States - the collapse in the Kiwi dollar from US 80c last March to just under 50c yesterday has made New Zealand-made furniture much more competitive.

"We used to supply $25 million a year to the US in the 80s. It's a long time since we've done that, but when you get from 80c to 50c it's a massive recovery. The miracle of it is that we survived when it was the other way."