Wise Living
Wise Living is a custom furniture manufacturer in High Point, NC, producing tables, seating, and mirrors for hospitality clients and interior designers, with FSC Certification and traditional wood turning expertise inherited from Adams Wood Turning.
- Company typePrivate
- Founded-
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Wise Living does
Wise Living, Inc. is a small-batch custom furniture manufacturer serving the hospitality industry and private label customers. Founded by Pepe Pinedo, the company designs and produces tables, seating, mirrors, and other case goods for high-end restaurants, resorts, and interior designers, with named clients including Vespertine, AVA Mediterranean, Bar Moruno, Wonderbrett, and Park Hyatt Aviara. Its craft capability is rooted in traditional wood turning techniques and inherited equipment from Adams Wood Turning, backed by a production team with 30+ years of experience, and is reinforced by FSC Certification for sustainably sourced wood.
The company operates from a 30,000 square foot manufacturing facility in High Point, North Carolina, after consolidating operations there and exiting its Los Angeles facility in 2023. Its business model combines custom contract manufacturing for hospitality fit-outs with an emerging own-brand line, The Collection, distributed through a Trade Account program aimed at designers and specifiers. Wise Living employs between 1 and 10 people, has no disclosed revenue or outside funding, and competes on craft quality, sustainability credentials, and bespoke execution rather than scale or price.
Wise Living firmographics
Firmographics- Name
- Wise Living
- Legal name
- Wise Living Inc.
- Website
- https://wiselivinginc.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wise Living is a custom furniture manufacturer in High Point, NC, producing tables, seating, and mirrors for hospitality clients and interior designers, with FSC Certification and traditional wood turning expertise inherited from Adams Wood Turning.
- Ownership category
- akta.pro rank
Wise Living industry classification
Industry- Product category
- Custom Furniture Manufacturing
- NAICS
- Household and Institutional Furniture Manufacturing (33712), Institutional Furniture Manufacturing (337127), Upholstered Household Furniture Manufacturing (337121)
- SIC
- Household Furniture (2510), Public Bldg & Related Furniture (2531)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
Keywords
Where Wise Living is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wise Living business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Custom Furniture Manufacturing: Wise Living manufactures custom furniture pieces for hospitality and commercial projects. Each order is custom-made based on client specifications, designs, and material requirements. The company collaborates with clients throughout the process from design concept analysis to prototyping to final delivery. Revenue is generated through one-time custom orders with pricing based on design complexity, materials, and quantity.
- Private Label Manufacturing: The company offers private label manufacturing services for businesses looking to create custom furniture lines under their own brand. This service includes product development, material selection, prototyping, and production. The revenue model involves structured project phases from quote approval through final order completion.
- Freight and Packing Services: Additional revenue stream from assisting customers with freight and custom packing solutions, including custom boxing and crating services for safe transportation of furniture pieces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Furniture - Quote Based Pricing |
| Transaction based/ take rate | Multi-year contract | Payment Terms - 50% Deposit Structure |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Wise Living product offering
Product offeringCore offering
Wise Living manufactures custom furniture pieces (tables, seating, casegoods, mirrors, upholstered furniture) in-house at its High Point, NC facility for hospitality businesses and private-label clients. The company handles the full process from design analysis and shop drawings through prototyping, production, finishing, and custom packing/freight, supporting both bespoke hospitality projects and standard catalog items.
Product overview
Wise Living Inc. is a custom furniture manufacturer offering a unified portfolio of residential furniture products and commercial/hospitality manufacturing services. Their product collection includes Tables (Vernon Dining Table, Benson Dining Table, Estel Breakfast Table, Sonora Console, Valez Side Table, Moreno Side Table), Seating (Stallen Dining Chair, Merced Dining Chair, Axel Bench, Florence Bench), and Mirrors (Bellair Mirror, Bello Floor Mirror, Bello Mini Mirror) — all crafted in-house in North Carolina. Their manufacturing services encompass Casegoods (hardwood furniture), Upholstery, Packing & Freight, Private Label Manufacturing, and Custom Furniture Design & Development. The company specializes in hospitality-grade custom furniture projects with full in-house production capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Furniture Collection A catalog of in-house designed tables, seating, and mirrors crafted in North Carolina with sustainable FSC-certified materials, available for trade and hospitality projects. The collection includes dining tables (Vernon Dining Table, Benson Dining Table, Estel Breakfast Table), consoles and side tables (Sonora Console 72-inch and 25-inch, Valez Side Table, Moreno Side Table), dining chairs (Stallen Dining Chair, Merced Dining Chair), benches (Axel Bench, Florence Bench), and mirrors (Bellair Mirror, Bello Floor Mirror, Bello Mini Mirror).
- Custom Furniture Design & Development End-to-end custom furniture service for hospitality and trade clients, covering shop drawings, framing, custom furniture legs, metal and stone work, custom matched finishes, and custom metal finishes. Engagements flow from design concept analysis through prototyping to final delivery, with a 50% deposit required to begin production and 12-14 week commercial lead times.
- Private Label Manufacturing Private label furniture manufacturing for retail and trade businesses that want to develop custom furniture lines under their own brand. Services span product development, material selection, prototyping, and production, executed in-house at the High Point, NC facility.
- Casegoods Manufacturing Custom casegoods manufacturing using hardwoods including white oak, walnut, and exotic woods, crafted by generations of skilled carpenters for hospitality and custom residential projects.
- Upholstery Services Upholstery manufacturing focused on durability and comfort for hospitality applications, including custom sofas, benches, lounge chairs, and barstools made in-house alongside casegoods and metal work.
- Packing & Freight Services Custom packing and crating services plus freight assistance to ensure safe transportation of finished custom furniture pieces from the High Point, NC facility to client sites.
Quantifiable outcome
- Production facilities on both coasts (previously) enabled freight cost reduction and faster delivery times depending on project location
- +1 more outcomes
Companies that use Wise Living
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles2 records
Wise Living technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wise Living partnerships and signals
Strategic signalScale indicators5 records
Recent moves7 records
Expansion highlights3 records
Wise Living competitors and assessment
Company assessmentDirect peers
- Janus et Cie: Premium hospitality and residential furniture maker with in-house design and manufacturing, serving luxury hotels, restaurants, and design-led interiors — a near-direct competitor at the high end of the same hospitality segment Wise Living serves.
- Palecek: Custom furniture manufacturer specializing in casegoods, seating, and accessories for hospitality, residential, and contract interiors, with trade account programs similar to Wise Living.
- Norwalk Furniture: Custom upholstered furniture manufacturer offering made-to-order seating for residential and contract interiors — closely comparable to Wise Living's custom upholstery and trade-program business.
- Brown Jordan: Established hospitality and contract furniture manufacturer serving hotels, resorts, and restaurants with both custom and standardized lines, competing for the same hospitality-fit-out projects as Wise Living.
- McGuire Furniture: Manufacturer of high-end casegoods and seating for hospitality and residential projects, with custom capabilities serving designers and architects — directly comparable to Wise Living's custom casegoods and seating offering.
- American Leather: Custom upholstered furniture manufacturer producing made-to-order sofas, chairs, and sectionals with hospitality-grade options — directly comparable to Wise Living's upholstery capabilities and custom-built model.
Broad incumbents
- Universal Furniture: Diversified residential and contract furniture manufacturer with custom programs serving designers and hospitality accounts — competes at the intersection of residential collection and trade/hospitality work.
- Hooker Furniture: Large residential and contract furniture manufacturer with custom and Hospitality offerings; overlaps with Wise Living in casegoods and seating for designer-led commercial and residential projects.
- Restoration Hardware (RH): Premium home furnishings brand with extensive custom and contract capabilities for hospitality interiors; competes with Wise Living for high-end hospitality and designer-led residential projects, though at much larger scale.
- Bernhardt Hospitality: Diversified, large-scale furniture manufacturer with a dedicated hospitality division offering casegoods, seating, and tables for hotels and restaurants — a broader incumbent that competes in similar commercial hospitality fit-outs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks7 records
Key highlights6 records
Customer concentration
Wise Living social profiles
Digital presenceWise Living compliance and trust
Trust signalCompliance1 record
Wise Living financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wise Living leadership team
Management profileNumber of profiles
Profiles1 record
Wise Living funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wise Living 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 Wise Living
What does Wise Living do?
Wise Living manufactures custom furniture pieces (tables, seating, casegoods, mirrors, upholstered furniture) in-house at its High Point, NC facility for hospitality businesses and private-label clients. The company handles the full process from design analysis and shop drawings through prototyping, production, finishing, and custom packing/freight, supporting both bespoke hospitality projects and standard catalog items.
Is Wise Living a public or private company?
Wise Living is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wise Living founded?
Wise Living was founded in -1. It employs 1 to 10 people.
Where is Wise Living based?
Wise Living is headquartered in Los Angeles, United States, in the North America region.
How does Wise Living make money?
Three revenue lines are on record. Custom Furniture Manufacturing is the primary driver. The others are private Label Manufacturing and freight and Packing Services.
Who are Wise Living's main competitors?
Direct peers on record are Janus et Cie, Palecek, Norwalk Furniture, Brown Jordan, McGuire Furniture and American Leather. Broad incumbents are Universal Furniture, Hooker Furniture, Restoration Hardware (RH) and Bernhardt Hospitality.
Does Wise Living have an API?
No public API is recorded for Wise Living.
What industry is Wise Living in?
Wise Living's product category is Custom Furniture Manufacturing. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design. Its NAICS code is 33712 and its SIC code is 2510.