HICKORY, N.C. — This fall, Sherrill Furniture Brands is presenting its multiple product lines in one showroom, bringing together fabric, leather, motion and occasional in settings throughout the building at 315 Fred Alexander Place in High Point.

This strategic move is designed to make this family of brands work in sync to simplify the retail experience and strengthen Sherrill Furniture Brand’s support of trade and design partners.

Dax Allen_sherrill

Dax Allen

“At past markets our branded lines MotionCraft, Whittemore-Sherrill, Sherrill Occasional and Sherrill Furniture were separate, standalone experiences,” said Dax Allen, vice president of marketing. “With customers seeking partners that can deliver product more quickly and predictably, we feel that this is the perfect time to showcase our made in the U.S. fabric, leather and motion upholstery, plus case goods, together in beautiful settings throughout the showroom.

“It’s a great display of Sherrill Furniture’s outstanding capability to be a design solution partner for every room in any type of home.”

The new upholstery frames cover styles from traditional to transitional, with an emphasis on retail productivity, and for the first time offer a blending of leather and fabric upholstery on select Sherrill Furniture frames.


Johnny Suddreth

“We are showcasing the ability to design custom solutions for nearly any style of home and across product categories seamlessly,” said Johnny Suddreth, vice president of sales.

New Sherrill Occasional case goods shown throughout the showroom showcase two new domestic collections, each consisting of consoles, cocktails and end tables. The Fox Hollow collection features a new upscale farmhouse look, and the Dawson collection presents a fresh, clean take on traditional style.


Cindy Hall

“Since we manufacture these new collections locally in Hickory, our artisans can customize the finish and provide hand detailing of each piece to create entirely new looks ranging from traditional to modern, or even coastal to urban within these collections,” said Vice President of Case Goods Merchandising Cindy Hall.

Sherrill Furniture’s textile portfolio features fabrics with elements of updated traditionalism mixed with influences of rich blues and greens. The patterns range from botanical to geometric.

“Staying true to its heritage of quality, value, and consistency, Sherrill Furniture has been a mooring to the industry throughout the turmoil of this past 18 months. We are a stable company, privately owned for 76 years now, and fully capable of manufacturing and timely delivery of all product categories even in these difficult times,” said Suddreth.

Founded in 1945 and a privately held family-owned business in third-generation ownership, Sherrill Furniture Co.’s divisions include Sherrill Furniture, Hickory White, Sherrill Occasional, Precedent, MotionCraft, Whittemore-Sherrill, Lillian August for Hickory White and Mr. & Mrs. Howard for Sherrill Furniture.