Motion Craft

What Motion Craft does

MotionCraft is a privately held American furniture brand and a division of Sherrill Furniture, a family-owned multi-brand furniture conglomerate headquartered in North Carolina. Founded around 1980, MotionCraft specializes in functional motion seating — recliners, sofas, sectionals, sleepers, and home theater seating — engineered so that the motion functionality (recline, lift, wall-hugging) is concealed within designs that retain the appearance of traditional upholstered furniture. Core proprietary technologies include zero-clearance wall-hugger reclining mechanisms, power lift mechanisms for mobility assistance, and the MySeat wireless Bluetooth control system for power reclining products. The company invests heavily in customization, offering over 1,000 fabric options and 100+ leather options across multiple design series, including the 5 Series Design Your Own, Portfolio 9000 modular sectionals, and Nicholas/Alexander home theater configurations.

The company operates an exclusive channel-based go-to-market motion, selling only through an authorized dealer network rather than direct-to-consumer. Pricing is quote-based and opaque, with consumers directed to dealers through a Find a Dealer locator and a dedicated Design Partner program targeting interior designers. Revenue is generated through one-time wholesale sales to dealers who resell to end consumers. The primary customer segments are luxury homeowners seeking premium upholstered furniture, home theater enthusiasts, interior designers specifying for projects, and furniture retailers stocking premium motion furniture. MotionCraft is small in headcount (~10 employees listed) and operates as a brand division within Sherrill Furniture's broader portfolio, which includes Hickory White, Precedent, Mr & Mrs. Howard, Lillian August, Lemieux et Cie, Sherrill Occasional, and Whittemore Sherrill. All products are manufactured in North Carolina by U.S. craftsmen, with the brand positioning itself as America's leading manufacturer of motion seating that does not look like motion seating.

Name

Motion Craft

Legal name

MotionCraft

Website

https://motioncraft-furniture.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

MotionCraft is a U.S. furniture brand and division of Sherrill Furniture that designs and manufactures functional motion recliners, sofas, sectionals, sleepers, and home theater seating, selling exclusively through authorized dealers and interior designers across more than 1,000 fabric options.

Ownership category

akta.pro rank

Headquarters

HQ city

North Carolina

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: MotionCraft generates revenue through one-time sales of upholstered motion furniture, including recliners, sofas, sectionals, sleepers, and home theater seating. Products are sold exclusively through authorized dealers who purchase from MotionCraft and resell to end consumers. No direct-to-consumer sales model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MotionCraft manufactures upholstered functional motion seating — including recliners, sofas and sectionals, sleepers, home theater seating, and power lift recliners — at its facility in North Carolina. The company offers made-to-order customization programs (5 Series Design Your Own, Portfolio 9000, Sweet Dreams 8000, Nicholas & Alexander Series, 44/45 Series) across more than 1,000 fabrics and 100+ leathers, and sells exclusively through an authorized dealer network with no direct-to-consumer channel.

Product overview

MotionCraft Furniture is a division of Sherrill Furniture offering American-made upholstered functional seating. The product portfolio centers on recliners (with 3 Way, Wall Proximity, Zero Wall, power, glider, and swivel variants), sofas and sectionals, sleepers, and home theater seating. Customization options include the 5 Series Design Your Own program and Portfolio 9000 Multiples in Motion modular sectional builder. Technology features include MySeat wireless Bluetooth control and 360-degree product animations. The company pairs innovative motion technology with over 1000 fabrics and 100 leathers across traditional to transitional styling.

Differentiator

Problem solved

Functional benefit

Brands

• 5 Series Design Your Own: Customizable furniture series allowing customers to design their own pieces
• Portfolio 9000 Series
• Sweet Dreams 8000 Series
• Nicholas and Alexander Series
• 44/45 Series
• MySeat
• Power Lift Recliner

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Sherrill FurniturecoreStrategic or Co-development PartnerMotionCraft is a division of Sherrill Furniture, a family-owned furniture manufacturer. The parent company oversees multiple furniture brands including Hickory White, Precedent, Mr & Mrs. Howard, Lillian August, Lemieux et Cie, Sherrill Occasional, and Whittemore Sherrill. MotionCraft benefits from Sherrill's manufacturing expertise, brand heritage, and distribution infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hooker Furniture: Diversified US furniture manufacturer with upholstered seating lines including motion and reclining furniture. Comparable diversified US-based upholstery manufacturer with similar dealer-channel distribution.
• Bassett Furniture: US-based manufacturer and retailer of upholstered furniture including sofas, sectionals, and recliners. Comparable in custom upholstery, dealer/HHG retail model, and motion seating offer.
• Ashley Furniture: Largest US furniture manufacturer and retailer with a broad motion furniture line including recliners, power reclining sofas, and home theater seating. Comparable product category and US-made positioning.
• Ethan Allen: US-based manufacturer and retailer of premium upholstered furniture including custom comfort-recline seating. Comparable in custom upholstery, dealer/designer channel, and American-made positioning.
• Sherrill Furniture: MotionCraft's parent company and a diversified furniture manufacturer with multiple upholstery and casegood brands. Comparable as the parent conglomerate whose shared manufacturing and distribution infrastructure MotionCraft relies on.

Direct peers

• Palliser Furniture: Canadian manufacturer of upholstered furniture including motion sofas, recliners, and sectionals. Comparable custom upholstery, leather offerings, and North American dealer channel.
• Man Wah Holdings: Global leader in recliner manufacturing, including power recliners and motion sofas. Comparable product category with significant US market presence through major retailers.
• La-Z-Boy: The leading US manufacturer of motion furniture, including recliners, sofas, and sectionals with power recline and lift mechanisms. Comparable to MotionCraft as a premium American-made motion seating competitor.
• Best Home Furnishings: US manufacturer of recliners, lift chairs, and motion upholstery sold through furniture dealers. Comparable mid-to-premium motion seating manufacturer in the dealer channel.
• Flexsteel Industries: US-based manufacturer of upholstered furniture including recliners, reclining sofas, and sectionals. Directly comparable product mix and dealer-channel distribution to MotionCraft.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SherrillFurnitureBrands
• Instagraminstagram.com/sherrillfurniturebrands
• Pinterestpinterest.com/sherrillfurniturebrands
• LinkedInlinkedin.com/company/motion-craft

Revenue estimate

Valuation estimate

Number of profiles

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 Motion Craft