Park Hill repositions brand

It is easing away from the French Country farmhouse aesthetic it has been known for in favor of an “estate furnishings” statement.

LITTLE ROCK, Ark. – Park Hill Collection is easing away from the French Country farmhouse aesthetic it has been known for in favor of an “estate furnishings” statement so that it can expand the scope of its design language.

The company’s soft rebrand, which began roughly 18 months ago, maintains Park Hill’s connection to the southern United States, English and French roots, but positions itself as a resource for off-the-shelf, historically inspired estate furnishings and décor. Its tagline is “estate furnishings from America and the world.”

“This will prevent us from losing our core customer while expanding our audience,” President Randy Wells said in a telephone interview. “The big thing for us in elevating the design language was to do it in a way that was consistent with our heritage and roots. We have so much product for our legacy customers that is virtually unchanged.

“These are the types of products our customers love,” Wells added. “All we are doing is expanding our offering. We’re keeping our DNA intact and not going out on skinny branches.”

It has also broadened distribution — Wells gave as an example a new partnership with Horchow, a retailer it had not worked with before.

The plan for Park Hill

Park Hill has spent the past year designing and building the first of three waves of product introductions that debuted in Dallas and Atlanta this winter; design work for winter 2026 is in the works.

According to its design thesis shared with Home Accents Today, its new lines are unconventional in that they are not building “bolt-on” collections for each market. Instead, it has been simultaneously redesigning its product line while moving all furniture and a sizeable portion of home décor from China to Vietnam, where it has sourcing, engineering and product control teams.

Its Island Manor occasional collection, unveiled in the winter of 2024, was the first to show off its new design direction. It blends a West Indies style with the relaxed feel of modern-day Caribbean estates and resorts; scalloped aprons and stylized legs reference English Chippendale and Moorish design motifs.

Next came the Bay Lake collection of outdoor furnishings; Beacon Hill and Pinehurst case pieces, with their French and English estate and grand library roots; and several collections of occasional tables.

Its winter 2025 collection features a complete redesign of Park Hill’s coastal products, along with most of its occasional tables and sofas. “As part of that process, we continued our work to reinvigorate and dramatically improve the quality, packaging and pricing of our most popular legacy case goods while moving manufacturing from China to Vietnam,” the company said in the design brief.

Despite its diversified manufacturing base, Park Hill still has “fantastic” manufacturing resources in China, particularly in glass, wall décor and lighting, and like everyone else, is trying to weather the tariff storm as best they can.

“We make a lot of things, particularly seasonal, in China,” said Wells. “We didn’t stop making anything. We kept our foot on the gas. Now, the big question is, do you ship everything? We held shipments, but not manufacturing.”

Supply chain logistics are gyrating in concert with changing tariff policies. Port congestion, container prices — there are lots of reasons why shipments may slow down, Wells said.

“A lot of it is going to come down to how fast they can button things up. The other question is about container prices and availability. That impact could be almost greater than the tariffs.”