Executive Interview with CEO, Christopher Exline by bound4.com

What spawned the idea of entering Iraq?
S urprisingly, you are not the first one to ask that question! Seriously, in early March, the details of the Administration’s plans for post conflict Iraq began to circulate. It struck me that the sheer amount of work in the allocated time would require skills sets the local population did not possess. As such, it would require the influx of thousands of expatriates. From that point on, we initiated a survey of the area.

Alright, but Rental Furniture?
Exactly. The illimitable images of liberated Iraqis embarking on their own redecorating schemes made it a natural. First of all, no one would ship their own goods there. Secondly, sanctions starved the market of furniture imports for a dozen years.

So, you just opened in Iraq?
No. We elected to establish a distribution center in Dubai. Since we superintend the manufacturing of goods all across Asia Pacific, we required a place to consolidate orders for reshipment in the region. Dubai offered this, and its market caters to our core business of expatriate relocation.

Sounds plausible, are you now open in Iraq?
Yes, we have a desk with the USAID offices, and we work closely with their procurement agents. We have delivered a considerable amount already, and we have the internal staff and warehousing to deliver and install a lot more. I actually spend a week a month there to take care of our customer(s).

Who are your customers?
Today, there is only 1 customer in Iraq, and that is USAID (and related affiliates). Anyone who says otherwise has not been there. Having said that, there is a lot of discussion about DFI (direct foreign investment), and those conversations have increased exponentially since the capture of Saddam. Our internal estimates are that you will see companies previously hesitant about committing enter the market in the first and second quarters. This, more than anything else, will accelerate the development of  the economy.

How do you market this?
We rely on a few channels to get the word out. The first is to have happy customers. We have developed a reputation for doing what we say we would do. In the most complex logistical environment, we have steadily delivered products of high quality on time. In addition, our position as the largest furniture leasing concern outside the USA provides us a built up customer base. This dovetails nicely with our association with Cort. As a member of the Cort Global Network, we share information with Ken Barron and Jennifer Lloyd to answer customer inquiries.

What about safety?
Surely, hostilities remain. Like all Americans I detest the acts of terrorists that continue to assault coalition troops. These people are not Muslims but monsters intent on the wholesale destruction of their country. Iraqis with whom I encounter remain very positive about the prospects for a better Iraq. They understand the necessity of getting right, and inaugurating the process of reconstruction. They are fully cognizant of the difference between occupiers and liberators; we are the latter. I am not trying to downplay the safety issue, but it is getting better. Each visit witnesses incremental improvement.

Will Saddam's capture lessen the risk?
I assume so, but with the caveat that this is my personal assumption. I am not qualified to assess risk.

Fair enough, but what are the living conditions like for workers?
Mostly modular housing and secured hotels provide the housing, but this, too, is changing. More and more companies are beginning to occupy houses—which, I might add, are beautifully furnished. The living conditions are restricted, and you still need convoys for daily traffic. I can tell you there is no shortage of food or water or medicine. While it will some time before families rent villas on the Tigris, more and more will begin to move in.

Did you have to change your business model?
Yes, in Iraq, we are actually providing full serviced executive office suites and serviced apartments. The needs extend beyond basic rental to entire housing and office environments. Home Essentials goes so far as to arrange maid service, secretaries, office space, transportation…

Amazing, we hear a lot about the slow progress, can you comment on this?
I can. Never have I seen a more committed group of individuals than those with USAID. They are working 14 hours a day, 7 days a week to create a better Iraq. When everyone else pulled out, they increased their numbers to cover the work load. Their resolve makes them heroes. Unfortunately, progress does not sell papers. You do not see the hundreds of daily occurrences that make life better for Iraqis. They will do whatever is necessary to rebuild this once great nation.

Thanks for this timely insight, can we call on you in the future?
You are welcome to visit me in Iraq anytime!