Cornwell Parker, a retail fabrics and furniture producer, has launched its retail arm into the US market in true rocket style but the market has not responded.

Despite an aggressive move into the US, Cornwell Parker's shares remained unchanged today at 37p, only 5.5p from the year low.

The company is 'behind its competitors in this field', explains group chief executive Andrew Stafford, who joined the group in July.

Formerly using a third party distributor, the company is now to start up its 'own operation' says Stafford, who advocates sparing 'no expense' in wringing all the benefits from this venture. Bob Allred, previously the national sales manager for Henson, is to head the project, and will be setting up an office in New York to liaise with the purpose-built warehouse in Burnley which promises to deliver goods to the US in 48 hours.

G P & J Baker - which is styled on very traditional and colourful English floral designs - will be the main brand sold and it looks set to be very popular in the US. Many of the historical pieces made by the firm are held in the Victoria and Albert Museum.

Competition for Cornwell includes Osborne & Little, Colefax and Fowler and Walker & Greenback.

So far, Stafford has enjoyed a busy inauguration period, as last month Cornwell signed a warehousing and distribution agreement with its competitor Sanderson and also acquired the Stag Furniture brands. Stafford hopes careful consolidation will provide integration with Stag and he plans to stagger launches in a series of phases, starting next month.

The US venture will not be completed for a good few years and Stag furniture's synergies need to also be consolidated, but in the long term, Cornwell looks set to start to initiate a serious rivalry with its competitors at home and abroad.