Upholstery execs outline how they will deliver ‘must haves’

After a year of uncertainty, industry leaders are planning for 2026 with strategies focused on product development, branding or new/expanded physical facilities and numerous executives say they are ready for what some are calling the “new normal.”

Mark Feng, CEO of Markor, parent company of Caracole, Rowe, Jonathan Charles and A|R|T Furniture, said that across the brands, the company is up for 2025 and will focus on continuing this year’s trajectory.

“Our strength came from staying disciplined: elevating design, upgrading quality, sharpening brand identity and investing heavily in innovation and customer experience,” he said. “We didn’t rely on promotions or short-term swings. We relied on fundamentals.”

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Feng added that consumers show consistent demand for “great design, long-lasting craftsmanship and next-generation innovation.”

“Each Markor brand has sharpened its identity. We’ve upgraded frames, finishes and materials across the board to deliver real, lasting value. And for designers, we have a unified trade approach: One membership unlocks all Markor brands, creating a true whole-home design ecosystem.”

Bobby Robinson, president at Rowe Furniture, said that buyers affirmed Rowe’s new whole-home offerings, part of the brand’s refresh. “We’ve introduced new seating collections across sofas, sectionals and accent chairs, and we’ve expanded several of our top-selling silhouettes into new sizes and iterations.”

Pointing to the connections between its new case goods collection and upholstery pieces, he added, “We’ve also moved beyond being primarily a living-room resource. New offerings in bedroom, home office, and dining have allowed us to support more areas of the home while staying true to the design language that defines us.”

On the heels of rebrand in 2025, A|R|T Furniture is “aligning closely with the design community’s evolving sense of style,” said Roger Turnbow, president. “You’ll see cleaner silhouettes, elevated finishes, thoughtful color accents and details that quietly express craftsmanship.”

Temple Furniture/Parker Southern/Mantle Furniture also launched a brand refresh in 2025, said CEO Adrian Parker.

“Our high-end fabric collection offers a fresh, elevated look that we’re proud to showcase,” he said. “In addition, we’ve transitioned away from a married program, which now allows retailers and designers to access all our styles at a discounted price, without being tied to specific frames. It’s a great opportunity to rediscover the breadth, flexibility and value our product line offers.”

Caracole is entering the new year with “quiet confidence,” according to Alessandro Fabrini, president.

“Stabilized supply chains, the continued strength at High Point Market and the rollout of Caracole’s new website position the brand for a significant step forward in 2026,” said Fabrini. “Caracole is also expanding its creative expression with new offerings, including an upholstery customization program.”

Focus on form

Product development fueled success for many companies in 2025.

At Manwah, President Gabriele Natale said the company is heading into 2026 with expanded motion and stationary upholstery collections, new technologies in comfort and sustainability initiatives built into materials and production.

Noting that 2025 was a complex year, Natale said, “Our resilience comes from diversification: a balanced manufacturing base across Vietnam, China and Mexico, coupled with strong relationships with key retailers and franchise partners. We’ve also deepened our U.S. logistics footprint, improving speed to market and reducing landed cost volatility.

“Buyers will also see our renewed emphasis on design versatility, styles that range from modern to transitional,” he added. “Looking to 2026, we expect steady expansion driven by strategic acquisitions, product innovation under the 3D Immersive, Big & Tall and Infinite Seating segments, and continued investment in data-driven inventory alignment and digital retail partnerships.”

The Rock House Family of Brands includes Century Furniture, Hickory Chair, Highland House, Hancock & Moore, Jessica Charles, and Maitland-Smith, and business is up for the year, said Alex Shuford III, CEO. He added that he thinks wealthier consumers have been translating the “wealth effect” of the equities market into lifestyle “project starts.”

“For 2026, we see a year that is directionally up but full of volatility along the way. Our plans are to lean in with investments in people and production to maintain quick lead times and superior service,” Shuford said. “We are focusing heavily on service and information that drive trust and confidence for the seller.

“Our product portfolio is vast, and we are convinced that much of it falls ‘below the fold’ and doesn’t get seen by a potential buyer because they are overwhelmed and underserviced. As we help to lower their stress, we believe they will get deeper into our catalog of products.”

At Bassett Furniture, CEO Rob Spilman said the team is focused on style, substance and service.

“To find a niche for our domestic product and to represent the style and quality that the Bassett brand merits with our imported products, we have sought a higher level of sophistication, which I believe that we have achieved,” said Spilman. “The breadth of our line, the different mediums that we employ, the depth of our fabric assortment, the level of customization that we offer, the integration of domestically produced and imported offerings and the speed-to-market model on which we execute every day all bundles together to comprise an experience all our own.”

CEO Jason Phillips said Phillips Collection will continue to debut product that represents the brand story at both High Point and Las Vegas markets.

“Whether through multifunctional materials, sustainable sourcing or sculptural form, we create ‘conversation pieces’ that designers and retailers can’t find elsewhere. It’s not just about what’s new; it’s about what’s meaningful,” he said. “Phillips Collection remains on a growth trajectory. … That strength comes from expanding our whole-home offering, deepening relationships with design partners and optimizing operations for greater agility.”

Product evolution continues to propel Cozzia USA to the top of the health and wellness category, said Bob Bruns, president.

“We’re not just offering massage chairs; we’re offering intelligent health and wellness solutions built for today’s consumers,” he said. “We’ve seen consistent consumer demand for wellness and recovery products, which continues to fuel growth in the massage chair category. Cozzia’s focus on technology, quality and long-term retailer relationships has helped us maintain positive momentum.”

At Coaster Fine Furniture, the field and product development teams have worked to support the company’s “pivot” into new areas.

“We’re finding that the retailers and designers who work with us are finding success: more sales, less returns and less problems overall in comparison to other vendors,” said Mindy Leitwein, general manager of national accounts and business development. “Another thing helping us maintain momentum has been intently mining the data in our systems and using it to effectively manage inventory so we have the right product at the right price, at the right time.

“Our product development team is intent on elevating the company’s product line in both design and value, and emphasizes deep-dive research into trends, well before we bring product to market.”

David Koehler, president of AICO, is also bullish about the new year.

“As we look to 2026, consumers are going to need home furnishings, regardless of tariffs or interest rates, and we believe our go to market strategy, along with our range of merchandise, positions our customers and us for growth,” he said. “We believe innovative product leadership is one of the key drivers to share gain, and this encompasses many elements, including unique creativity, adaptability, innovative design and finishes, and integrated technologies such as Bluetooth speaker options, USB A+C ports in headboards, interior and exterior lighting in case goods, and hidden storage compartments.”

At Karat Home/Z Gallerie, customization for buyers is key, said Milan Rousset, director of sales and marketing.

“We do a lot of special projects and a lot of exclusive adaptations for their needs,” he said. “Product development has been our key to success. Our new product mix mixes and matches materials with natural stone, solid North American woods and metal interplaying together.”

Rousset said the company is using consumer data as well as social media to watch which products are moving at retail. “We focus on what I call emotional buying patterns and speaking to customers’ emotional needs throughout the year. The truth is it’s not all about the lowest price anymore.”

Skyline Furniture continues to expand its made-to-order, technology-driven capabilities. The company combines digital design, 3D rendering and traditional hand-craftsmanship to evolve its line, according to Meganne Wecker, CEO.

“Our innovative supply chain enables customized, eco-certified products to ship directly to consumers in just a few weeks, an unmatched click-to-ship time frame in the industry,” Wecker said. “Our extensive customization options and diverse product range allows us to deliver style-driven, high-quality furniture to both mass and high-end retailers, as well as the design trade.

Investment in facilities

Many companies are investing in factories, showrooms and technologies, setting the stage for growth by addressing global sourcing challenges and streamlining operations and logistics.

Kuka Home has been proactive in acquiring additional factory and warehouse space to accommodate future growth, said Matt Harrison, president.

“We have advanced significantly over the past five years, with expanded global manufacturing, elevated design direction, and a broader assortment that includes new categories, innovations and fresh covers,” said Harrison. “We have an outstanding product and development team that continues to provide the latest in technologies and innovations that complements the design details they put in our product no matter what the category.”

Lifestyle Enterprise is using the company’s new High Point showroom to highlight its whole-home offering, said CEO Michael Hsieh.

“Lifestyle is a sourcing company that is working with more than 40 suppliers in five countries,” he said. “We believe in finding solutions for our retail partners and offer values that will enhance their retail floor.”

Hsieh said that Lifestyle is committed to continuous improvements in its product line as well as its service to retail partners. Product improvement includes added features like immersive sound, incorporating current trends and developing enhancements to existing product functions unique to the company.

At Eichholtz, product development is enhanced by new store openings across the U.S., a continued investment strategy in 2026, according to Dennis Hendriks, managing director of Americas.

“Buyers visiting Eichholtz will see an unmatched level of styling inspiration, a clear brand vision and a U.S. operation built to support them faster and more efficiently than ever before,” said Hendriks. “Our growth is the result of three key factors: A diversified channel mix expanding our branded stores, strengthening partnerships with retailers and accelerating our designer and e-commerce segments; domestic sourcing initiatives launched ahead of tariff disruptions, ensuring supply continuity and improved lead times; and a highly engaged U.S. team that executes with precision, creativity and relentless focus on customer satisfaction.”

Meridian Furniture is returning to the Las Vegas Market in January with introductions not seen in High Point, said Michael Rosilio, president.

“We’re remaining competitive by sticking to our guns on quality, continually telling our value story and providing superior customer service to all of our partners,” said Rosilio. “We also have not taken our foot off the accelerator in product development.”

Rosilio said that all the company’s SKUs are in stock and available for fast delivery. He added that customers can personalize their product without a long wait for delivery.

“We are continually adding to the mix, introducing fresh pieces each season that feel expressive and refined with a European aesthetic, while staying true to our brand’s versatility and affordability.”

Sean O’Connor, president of Universal Furniture, said 2026 will include the expansion of an existing domestic factory in Hildebran, N.C.

“Growth comes from two places. First, we’ve seen a strong return to placements with several key brick-and-mortar partners,” he said. “Second, our planned expansion in domestic upholstery has begun to take hold. We made meaningful investments over the last year — capacity, team, product and merchandising — and these investments are now showing up in real results.”