This research work investigates the occurrence of demand-supply chain management (DSCM) components in a Swedish furniture wholesaler that sources most of its products from China. Three of eight main components proposed in the literature were identified in the case company, and one component was not fully applicable. The case company’s strong focus on new product development (NPD) increased the number of end products, while the case company lost sales. The research shows possible caveats of being purely demand-driven and highlights the need to strike a balance between demand and supply chain imperatives.