What Hancock & Moore does

Hancock & Moore is a privately held, US-based manufacturer of premium custom upholstered furniture, founded in 1981 and headquartered in Hickory, North Carolina. The company designs and produces made-to-order leather and fabric seating — including sofas, sectionals, recliners, sleepers, theater seating, ottomans, dining and occasional chairs, and complementary home components — built around an extensive 'Your Way' mass-customization platform covering frame, depth, arm, back, base, leather grade, fabric, wood finish, and nailhead trim options. Manufacturing combines hand craftsmanship techniques (hand painting, burnishing, hand lacing, embroidery, quilting, gimp detailing) with custom upholstery production in the Hickory furniture-manufacturing cluster. Its core technology is a custom configurator architecture exposed through a 412-page main product catalog, an Intiaro-powered 3D product visualizer stack (Milan, Milo, Your Way 2 Classic, Your Way 2 Modern), and a password-protected dealer portal.

The business model is wholesale-only: Hancock & Moore sells exclusively through an authorized dealer network — interior design showrooms and independent furniture retailers — across all 50 US states and multiple Canadian provinces (Alberta, British Columbia, Ontario, Quebec), with no direct-to-consumer channel. Customers include affluent residential consumers, interior designers specifying for client projects, and the dealer channel itself; pricing is opaque, configured via dealers based on material, configuration, and customization upcharges, with a $35 print catalog as an ancillary revenue line. The company is part of the Rock House Designer Brands umbrella, cross-promoting complementary sister brands (Jessica Charles, Century Furniture, Highland House, Maitland Smith, Cabot Wrenn, Hickory Chair) and offering the coordinated CDJ Collection. Go-to-market relies on editorial placement in tier-1 shelter publications, factory tours, photo galleries, and product demonstration video to drive dealer and designer demand.

Name

Hancock & Moore

Legal name

Hancock & Moore

Website

https://hancockandmoore.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

251–500 employees

Short description

Hancock & Moore, founded 1981 and based in Hickory, North Carolina, is a premium made-to-order manufacturer of customizable leather and fabric upholstered furniture, distributing exclusively through an authorized dealer network across the United States and Canada and serving affluent residential consumers, interior designers, and furniture retailers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hickory

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Upholstered Furniture Sales: Hancock & Moore generates revenue through the manufacture and sale of custom upholstered furniture including sofas, chairs, recliners, sectionals, and ottomans. Products are sold exclusively through authorized dealer networks at configured prices based on fabric/leather selections, size, and customization options chosen.
2. Catalog Sales: The company offers physical catalogs for $35.00, providing an additional revenue stream and marketing tool for generating dealer and consumer interest.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Hancock & Moore manufactures and sells premium, custom upholstered furniture — including leather and fabric sofas, sectionals, chairs, recliners, sleepers, ottomans, theater seating, and bar/counter stools — built-to-order through its "Your Way" modular configuration programs and named collections (Milan, Milo, CDJ, Urban Logic). Products are sold exclusively through an authorized dealer network of furniture retailers and interior design showrooms across the United States and Canada, with pricing determined per configuration.

Product overview

Hancock & Moore is a premium leather furniture manufacturer offering a diverse portfolio of customizable upholstered furniture. The product line is organized into named collections (Milan, Milo, CDJ Collection) and extensive customization programs (Your Way Classic, Your Way Modern, Your Way Ottoman, Motion Your Way, Sleep Your Way, Theater Your Way). Core product categories span sofas, chairs, sectionals, sleepers, recliners, and ottomans, available in both leather and fabric. The company also offers component options including wood finishes, nailhead trim, and bases. A network of product visualizers (Intiaro) enables customers to preview custom configurations online.

Differentiator

Problem solved

Functional benefit

Brands

• Your Way Classic: Customizable upholstery program allowing customers to choose frame, depth, arm style, back style, and base for sofas, chairs, sectionals, and ottomans.
• Your Way Modern
• Your Way Ottoman
• Motion Your Way
• Motion Your Way 2
• Sleep Your Way
• Theater Your Way
• CDJ Collection
• Milan
• Milo
• Urban Logic

Products and services

• Milan Collection A modern upholstered furniture collection featuring clean lines and architectural silhouettes, including sofas, sectionals, motion recliners, and ottomans with low-profile designs and wide track arms. Targeted at customers seeking contemporary premium upholstery made in the USA.
• Milo Collection A contemporary furniture collection featuring curved sled bases, split tufted backs, and channel back designs, including recliners and motion seating. Sold through authorized dealers to consumers seeking premium customizable modern upholstery.
• CDJ Collection A collaboration collection featuring coordinated furniture pieces sourced from related designer brands within the Rock House Designer Brands family, including Maitland-Smith, Jessica Charles, Century Furniture, Highland House, Hickory Chair, and Cabot Wrenn. Available to consumers and designers through the Hancock & Moore authorized dealer network.
• Your Way Classic A modular customization program for upholstered furniture allowing customers to choose frame, seat depth, arm style, back style, and base style, standard with welt detailing. Configured and sold through authorized dealers as built-to-order seating.
• Your Way Modern Customization program for contemporary-styled upholstered furniture with options for arms, backs, bases, and finishes tailored to modern aesthetics, configured and sold through authorized dealers.
• Your Way Ottoman Customization program for ottomans allowing customers to choose frame, size, base, and top configurations, ordered through authorized dealers.
• Motion Your Way Customization program for motion/recliner furniture including power recliners with battery options, sold through authorized dealers.
• Motion Your Way 2 Second-generation customization program for motion/recliner furniture, expanding on the original Motion Your Way lineup with additional configuration options, sold through authorized dealers.
• Sleep Your Way Customization program for sleeper sofas with built-in mattresses available in queen and king sizes, sold through authorized dealers.
• Theater Your Way Customization program for theater-style seating including straight track arms, plain backs, and block legs, sold through authorized dealers for residential home theaters.
• Urban Logic A contemporary urban furniture line with modern aesthetic offerings, including sofas and chairs sold through the authorized dealer network.
• Leather Upholstery Collection Full-line leather upholstered furniture including sofas, chairs, sectionals, recliners, and sleepers available in a range of leather types and colors, configured and sold through authorized dealers.
• Fabric Upholstery Collection Fabric upholstered furniture line including sofas, chairs, and sectionals, configured and sold through authorized dealers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Rock House Designer BrandscoreStrategic or Co-development PartnerRock House Designer Brands is the parent/umbrella brand for a collection of premium furniture manufacturers including Hancock & Moore, Jessica Charles, Century Furniture, Highland House, Maitland Smith, Cabot Wrenn, and Hickory Chair. These companies share distribution channels, design philosophies, and co-market through the Rock House Designer Brands initiative. Products are often cross-promoted and designed to complement each other in interior settings.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bradington-Young: Premium leather and motion upholstery manufacturer selling through designer and dealer channels; directly comparable to Hancock & Moore's leather seating, recliner, and custom motion programs with a similar Hickory-region manufacturing heritage.
• Craftmaster Furniture: Custom upholstery manufacturer focused on made-to-order sofas, chairs, and sectionals for designer and retail channels; directly comparable in build-to-order upholstery model and dealer-driven distribution.
• Omnia Leather: Premium leather upholstery specialist offering custom-configured sofas, chairs, and sectionals to design trade; closely comparable to Hancock & Moore's leather expertise and custom order workflow.
• Century Furniture: Sister brand under Rock House Designer Brands manufacturing premium upholstery and case goods in the Hickory, NC corridor; directly comparable as a co-marketed premium furniture manufacturer sharing the same dealer and designer channels.
• Fairfield Chair: Custom upholstery manufacturer producing sofas, chairs, and motion seating for designers and dealers; directly comparable in made-to-order upholstery with a similar trade-channel go-to-market.
• Lee Industries: Made-in-USA upholstery manufacturer focused on sustainable, custom-crafted seating for residential and designer channels; comparable in custom upholstery manufacturing and trade/specification distribution model.

Broad incumbents

• Hooker Furniture: Diversified premium furniture manufacturer with broad upholstery and case-goods lines sold through North American dealers; comparable as a larger-scale premium furniture producer operating in the same trade channel.
• Ethan Allen: Vertically integrated premium furniture manufacturer-retailer with a national designer-driven sales network; comparable as a broader premium furniture incumbent with custom upholstery offerings overlapping Hancock & Moore's assortment.
• Restoration Hardware (RH): Luxury home furnishings brand with deep premium upholstery assortment and a growing designer/specification business; broadly comparable as a premium-positioned furniture competitor with overlapping affluent customer base.

Emerging players

• Maiden Home: DTC premium upholstery brand offering made-to-order sofas, sectionals, and chairs directly to consumers; an emerging competitive threat to Hancock & Moore's dealer-mediated model in the same premium upholstery category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hancock & Moore