Sherrill Furniture Brands
Sherrill Furniture Brands is a private, Hickory, NC-based manufacturer of premium custom American-made upholstery, operating seven wholly-owned sub-brands sold wholesale to independent retailers and design-trade partners across the U.S. and Canada.
- Company typePrivate
- Founded1945
- HeadquartersHickory, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
Sherrill Furniture Brands firmographics
Firmographics- Name
- Sherrill Furniture Brands
- Legal name
- Sherrill Furniture Brands
- Website
- https://sherrillfurniture.com
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Sherrill Furniture Brands is a private, Hickory, NC-based manufacturer of premium custom American-made upholstery, operating seven wholly-owned sub-brands sold wholesale to independent retailers and design-trade partners across the U.S. and Canada.
- Ownership category
- akta.pro rank
Where Sherrill Furniture Brands is headquartered
LocationHeadquarters
- HQ city
- Hickory
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sherrill Furniture Brands business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Custom Furniture Sales: Sherrill Furniture generates revenue through the sale of custom-made high-end upholstery and casegoods. Products are sold through authorized dealers and design partners, with customers able to customize fabrics, finishes, and construction options. Revenue is primarily one-time purchase based with no subscription component.
- Wholesale to Dealers: Products are sold wholesale to independent retailers and design trade partners who then sell to end consumers. The company maintains trade-only policies requiring valid resale certificates.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Sherrill Furniture Brands product offering
Product offeringCore offering
Sherrill Furniture Brands is a Hickory, North Carolina-based manufacturer of custom-made, premium American upholstered furniture and casegoods. The company operates a family of seven brands (Sherrill Furniture, Hickory White, Precedent, Mr. & Mrs. Howard, Lillian August, Whittemore-Sherrill, CTH-Sherrill Occasional, and MotionCraft) producing sofas, sectionals, chairs, ottomans, occasional tables, beds, and motion seating, with extensive fabric, finish, nailhead, and cushion customization. Products are built by approximately 75 skilled craftspeople per piece and are sold exclusively through authorized independent dealers and licensed design trade partners in the U.S. and Canada.
Product overview
Sherrill Furniture Brands is a family of high-end American furniture brands headquartered in Hickory, North Carolina, with over 80 years of history since 1945. The company operates seven distinct sub-brands: Sherrill Furniture (custom upholstery), Hickory White (legacy furniture since 1881), Precedent Furniture (contemporary sustainable upholstery), Mr. & Mrs. Howard (designer brand by Jim and Phoebe Howard), Lillian August (signature upholstery and casegoods), CTH-Sherrill Occasional (occasional and accent furniture), Whittemore-Sherrill (leather upholstery), and MotionCraft (motion seating). The flagship Sherrill Furniture brand offers custom-made upholstery through programs like Sherrill Your Way (9800 Series), 6 Series Design Choices, and Design Your Own (9600/9700 Series), featuring 75 pairs of skilled hands contributing to each product. All brands emphasize traditional American hand craftsmanship blended with modern manufacturing, featuring 8-way hand tied springs, extensive fabric and finish customization options, and custom nailhead trim. The company operates under one roof in High Point, consolidating all seven brands for showrooms.
Differentiator
Problem solved
Functional benefit
Products and services
- Sherrill Furniture Flagship brand offering high-end custom American-made upholstery including sofas, loveseats, sectionals, chairs, and ottomans with extensive fabric, finish, nailhead, and cushion customization options for residential consumers.
- Hickory White Legacy brand within the Sherrill family, offering high-end residential furniture and casegoods crafted in North Carolina since 1881.
- CTH-Sherrill Occasional Sub-brand specializing in finely crafted occasional and accent furniture such as accent tables, cocktail tables, console tables, chests, and credenzas for residential interiors.
- MotionCraft Sub-brand specializing in upholstered motion seating furniture with integrated motion mechanisms, including recliners, motion swivel chairs, and motion sofas.
- Precedent Furniture Contemporary upholstery sub-brand offering sustainably crafted upholstered furniture for today's home, featuring Cargill BioH Polyol foam that replaces 20% of petroleum with soybean oil.
- Lillian August Signature upholstery and casegoods sub-brand targeting the distinguished collector of fine furniture, with classic and timeless styling.
- Whittemore-Sherrill Leather upholstery sub-brand offering premium leather furniture including sofas, chairs, and sectionals for customers seeking the best quality leather furnishings.
- Mr. & Mrs. Howard Designer-led sub-brand by Jim and Phoebe Howard offering upholstery and casegoods that blend traditional and contemporary sensibilities with extensive custom finishes, fabrics, leather, and nailhead trim options.
- Sherrill Your Way (9800 Series) Custom upholstery design program under the Sherrill Furniture brand allowing customers to create made-to-order sofas, loveseats, sectionals, chairs, and ottomans with 5 arm styles, 2 base options, and nail trim selections.
- 6 Series Design Choices Custom upholstery program enabling customers to design their own Sherrill Furniture pieces with multiple configuration and option choices.
- Design Your Own (9600/9700 Series) Custom furniture design program within the Sherrill Furniture collection allowing customers to configure and customize 9600 and 9700 series upholstery pieces.
Quantifiable outcome
- Energy cost savings of $44,721 annually through SmartPath LED lighting and HVAC modernization
- +2 more outcomes
Companies that use Sherrill Furniture Brands
Customer profileSegments5 records
Ideal customer profiles3 records
Sherrill Furniture Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sherrill Furniture Brands partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- CryptoncorePerformance fabric partnership for High Point Market 'Life Happens' showroom concept. Crypton provides inherently performance fabric technology as one of 6 industry partners showcasing 15 new performance fabrics in three categories.
- SunbrellacorePerformance fabric partnership for High Point Market showcase. Sunbrella provides performance fabrics as part of the 'Life Happens' concept highlighting inherently performance, machine washable, and bleach cleanable fabrics.
- Valdese WeaverscorePerformance fabric partnership. Valdese Weavers contributes fabrics to the 'Life Happens' showroom concept at High Point Market, one of 6 industry partners.
- MerrimaccoreFabric supplier partnership for performance fabric showcase at High Point Market. Merrimac is one of 6 industry partners in the 'Life Happens' concept.
- KravetcorePerformance fabric partnership. Kravet provides fabrics for the 'Life Happens' showroom concept highlighting performance fabric options.
- RothschildcoreFabric industry partnership for High Point Market showcase. Rothschild is one of 6 industry partners in the 'Life Happens' performance fabrics concept.
- Duke EnergyminorSmartPath energy efficiency program partnership. Duke Energy helped modernize aging manufacturing plant with new energy-efficient LED lighting, roof systems, and HVAC equipment, resulting in $44,721 annual energy cost savings.
- CargillminorSustainable materials supplier. Cargill's BioH Polyols used in Precedent cushion technology, replacing 20% of petroleum typically used with soybean oil in foam products.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Sherrill Furniture Brands competitors and assessment
Company assessmentDirect peers
- Century Furniture: Premium upholstery and casegoods manufacturer also based in Hickory, NC. Similar custom craftsmanship positioning, dealer-based distribution, and multi-brand portfolio strategy make Century the most direct comparable in geography, product mix, and channel.
- Hancock & Moore: Premium leather upholstery manufacturer also based in Hickory, NC. Comparable hand-crafted, made-to-order model and design trade distribution channels with similar premium price positioning.
- Hooker Furniture: Diversified premium furniture manufacturer (publicly traded, HOFT) with upholstery and casegoods divisions. Comparable Hickory-area operations, multi-brand portfolio, and independent dealer distribution model.
- Bradington-Young: Motion and stationary upholstery manufacturer offering premium leather and fabric furniture. Similar trade-only distribution, design trade focus, and motion seating overlap with Sherrill's Motioncraft brand.
- Wesley Hall: Hickory, NC-based upholstery manufacturer with comparable custom craftsmanship and dealer-based premium distribution model, overlapping product categories with Sherrill's core upholstery line.
- Baker Furniture: Premium casegoods and upholstery brand under Kohler Company. Similar high-end positioning, custom manufacturing, and designer-focused distribution model targeting affluent residential interiors.
Broad incumbents
- Ethan Allen: Vertically integrated premium furniture company (publicly traded, ETH) with company-owned retail stores and domestic manufacturing. Comparable premium positioning but larger scale and direct-to-consumer distribution via 150+ design centers.
- La-Z-Boy: Large-scale residential furniture manufacturer (publicly traded, LZB) operating broadly in upholstered furniture at mass-premium price points with vertically integrated retail model—overlapping category but materially larger and not design-trade focused.
Emerging players
- Maiden Home: DTC premium upholstery brand offering custom sofas and sectionals direct to consumers. Represents the digitally native competitive threat to Sherrill's dealer-based model with comparable customization depth but lower price points and faster delivery.
- Interior Define: DTC custom upholstery brand offering made-to-order sofas and sectionals with extensive fabric/leather options. Comparable customization depth but with direct-to-consumer distribution that bypasses the traditional dealer channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sherrill Furniture Brands social profiles
Digital presenceSherrill Furniture Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sherrill Furniture Brands leadership team
Management profileNumber of profiles
Profiles5 records
Sherrill Furniture Brands subsidiaries and ownership
Company hierarchySubsidiaries7 records
Sherrill Furniture Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sherrill Furniture Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sherrill Furniture Brands
What does Sherrill Furniture Brands do?
Sherrill Furniture Brands is a Hickory, North Carolina-based manufacturer of custom-made, premium American upholstered furniture and casegoods. The company operates a family of seven brands (Sherrill Furniture, Hickory White, Precedent, Mr. & Mrs. Howard, Lillian August, Whittemore-Sherrill, CTH-Sherrill Occasional, and MotionCraft) producing sofas, sectionals, chairs, ottomans, occasional tables, beds, and motion seating, with extensive fabric, finish, nailhead, and cushion customization. Products are built by approximately 75 skilled craftspeople per piece and are sold exclusively through authorized independent dealers and licensed design trade partners in the U.S. and Canada.
Is Sherrill Furniture Brands a public or private company?
Sherrill Furniture Brands is a private company. It is classified as family owned and is currently operating.
When was Sherrill Furniture Brands founded?
Sherrill Furniture Brands was founded in 1945. It employs 251 to 500 people.
Where is Sherrill Furniture Brands based?
Sherrill Furniture Brands is headquartered in Hickory, United States, in the North America region.
How does Sherrill Furniture Brands make money?
Two revenue lines are on record. Custom Furniture Sales are the primary driver. The others are wholesale to Dealers.
Who are Sherrill Furniture Brands's main competitors?
Direct peers on record are Century Furniture, Hancock & Moore, Hooker Furniture, Bradington-Young, Wesley Hall and Baker Furniture. Broad incumbents are Ethan Allen and La-Z-Boy. Emerging players are Maiden Home and Interior Define.
Does Sherrill Furniture Brands have an API?
No public API is recorded for Sherrill Furniture Brands.