Founded in 1945, North Carolina, Sherrill Furniture Company is a leader in custom, high-quality American-made furniture. Led by third-generation family member Charles Sherrill, the company operates five factories and offers eight brands, delivering luxury upholstery and case goods to customers across the US, Canada, and beyond. And, with fourth-generation family member Jesse Sherrill now training in the business, the company continues to invest in its future. In an interview with Dax Allen, SVP of Marketing & Case goods, we talk about the company's experience at High Point Market and its future plans.
Dax Allen, SVP of Marketing & Case goods.
Can you tell me more about the history of the company and how it was founded?
'Sherrill Furniture Company was founded in 1945 and is currently led by the 3rd generation of the Sherrill family, Charles Sherrill. We are located in Hickory, North Carolina, USA and currently operate over 1 million square feet of factory space spread across 4 upholstery factories and 1 case good factory. Our portfolio includes 8 brands servicing the entire home with high quality, custom, domestic furniture for discerning customers. The Sherrill company is vertically integrated, controlling most aspects of our domestic supply chain, and we operate our own trucking fleet delivering across the United States.'
In what markets is the brand most active?
'Sherrill Furniture Company is most active in the United States of America and Canada, and our furniture lines are sold internationally through partnerships with furniture exporting specialists.'
How is the market right now, especially in the US?
'2024 is drawing to a close and has been a good year as our company experienced solid growth and outperformed the trend for the furniture industry in total.'
You were recently at High Point Market. How was it?
'The fall 2024 market was very active for us as we saw strong traffic comps both YOY and from April Market. Traffic across all our customer groups was strong, as professional furniture buyers continue to draw inspiration from our beautiful, artistic presentations across the 100,000 sq. ft. showroom. Buying activity was quite brisk across our new fabric introductions and launch of new product styles and programs.'
What did you bring to the fair?
'With 8 brands we introduced over 100 new upholstery frames and added more than 450 new fabrics and leathers to our portfolio. On the case goods side, we launched over 100 new case good styles, introduced several beautiful new finish options and continued to grow our custom hand painted furniture assortment.
However, the star of the show for Sherrill was the expansion of our industry leading Sherrill Furniture 96/9700 Design Your Own Program from fabric into leather. This is the largest custom upholstery program in the furniture industry and with the expansion into our portfolio of over 400 leathers, including custom colour matched leathers, this tried and true retail program was the star of the show.'
Charles and Jesse Sherrill.
What are the future plans for the company?
'As a privately held, family owned, domestic furniture company we do not disclose future plans, but it is safe to say that with the pending tariffs we are preparing for another strong year in 2025 across our upholstery and case good businesses. Thanks to the Sherrill family continuing to invest significantly in the capabilities and production capacity, we will be well positioned to deliver a strong value to our customers through American Made high-quality, customised, luxurious furniture.
Also, we are proud to have the 4th generation of the Sherrill family, Jesse Sherrill, joining the family business this year. Jesse is the daughter of Charles Sherrill and great granddaughter of our company founder O.T. Sherrill. Like the Sherrill family leaders that came before her, Jesse is training in various production roles across all five factories over the next few years, in order to learn the art of custom furniture making from the inside out and ground up. Charles is personally investing in the company's future, not just financially, but through the training of the next generation to lead Sherrill Furniture Company into the future.'
More information:
Sherrill Furniture Company
Dax Allen
[email protected]
www.sherrillfurniture.com
United States