Henglin

Henglin Home Furnishings Co., Ltd. (SSE: 603661), founded in 1998 and headquartered in Anji, Zhejiang Province — China's "capital of chair manufacturing" — has completed a pivotal transformation from a pure OEM/ODM manufacturer to a hybrid DTC cross-border e-commerce + own brand model. By 2025, the company achieved record annual revenue of approximately RMB 115–128 billion (USD 16–18 billion), with cross-border e-commerce contributing over 45% of sales for the first time. The company employs roughly 9,500–11,000 staff globally and exports to over 100 countries.

Core Business

Henglin operates as an independent R&D and manufacturing company (ODM/OEM) + cross-border e-commerce private label (DTC) model. As one of the world's largest office chair manufacturers with annual capacity exceeding 12 million units, the company has expanded beyond traditional seating into full-home solutions. The portfolio spans ergonomic office chairs, motorized height-adjustable desks (800,000 units/year capacity), functional recliners and massage chairs (1.5 million sets/year), industrial storage systems, and outdoor leisure furniture. Proprietary brands include Nouhaus (Amazon sales leader) and Lista (Swiss subsidiary for European high-end market).

Global Presence

Henglin operates 3 major industrial parks in Anji (over 500,000 sqm), a Vietnam base (to mitigate tariff risks), and Swiss Lista subsidiary serving Europe's high-end industrial storage market. The company exports to 100+ countries with a workforce of 9,500–11,000 employees. Core product capacities: 12 million office chairs, 1.5 million functional sofas, and 800,000 motorized standing desks annually. The Anji "Future Factory" achieved 70% automation in chair assembly.

Key Strengths

Henglin's competitive advantages include its unmatched scale in office seating as one of the world's largest manufacturers, strong OEM client portfolio (IKEA, Staples, Office Depot), and rapidly growing DTC cross-border e-commerce business contributing over 45% of sales. The company ranked top-three on TikTok Shop during U.S. Black Friday in furniture category. Brand heat score of 895/1,000 reflects strong financials, global supply chain resilience, and excellent consumer ratings for the Nouhaus ergonomic chair brand.