Furniture Manufacturers, Take Note: The Writing is on the Wall
The recent announcement of Richloom Weaving’s closure is sending shockwaves through the furniture industry. Michael Saivetz, CEO of Richloom, cited retail bankruptcies as a primary reason for shutting down operations. But let’s be real—this isn’t just about retailers closing their doors. This is about a broken business model that many manufacturers continue to cling to.
If you’re a furniture manufacturer, let’s have an honest conversation. If your brand is quietly struggling and just hoping the “next big Market event” will turn things around—stop. The reality is, the business model that got you here isn’t the business model that will save you.
So, what’s the real problem?
It boils down to three main issues:
The overwhelming number of SKUs in your catalog
Outdated distribution models that no longer serve your bottom line
A complete lack of customer-focused innovation
Let’s break it down.
You Have Too Many SKUs (And It’s Costing You More Than You Think)
How did you end up with such a massive catalog? Fear. Specifically, Fear of Missing Out (FOMO). Somewhere along the way, manufacturers convinced themselves that more options meant more sales. More colors, more finishes, more frame designs, more product categories—it all felt like the right move at the time.
But let’s be honest—American furniture manufacturing isn’t driven by trends. Unlike fashion or tech, where customers demand constant reinvention, furniture has a longer lifecycle. Yet, instead of taking a strategic approach, many brands look at what their competitors are doing and copy them.
The result? You’re drowning in SKUs, trying to keep up with a catalog so bloated it’s become unmanageable.
Production costs skyrocket
Warehousing and logistics become a nightmare
Sales teams struggle to effectively pitch your products
Marketing loses focus
And here’s the kicker—most of your customers don’t even want that many options. Retailers, designers, and end consumers all value simplicity and clear differentiation over endless choice.
What’s the solution?It’s time to streamline. Identify your best-performing products, cut the dead weight, and focus your resources on what actually drives revenue. Less is more.
Your Distribution Model is Outdated (And It’s Been Failing for Years)
The way furniture brands distribute products hasn’t evolved in decades. You’re still relying on big-box retailers, regional distributors, and in-store showroom sales. But the retail landscape has changed drastically, and brands that fail to adapt are bleeding cash.
Think about it:
Retailers are struggling. The wave of store closures and bankruptcies isn’t stopping anytime soon.
Direct-to-consumer (DTC) brands are winning. Consumers are bypassing middlemen and buying online.
Traditional sales cycles are inefficient. Trade shows and market events aren’t bringing the ROI they used to.
Yet, many manufacturers are holding onto these outdated models, hoping things will “return to normal.” They won’t.
The solution?
Embrace e-commerce. Even high-end furniture brands can benefit from an online presence.
Reevaluate your retail partnerships. Are they helping your brand grow, or just eating into your margins?
Diversify your sales channels. If you’re relying on just one revenue stream, you’re putting your business at risk.
You’re Not Listening to Your Customers (And It’s Killing Your Business)
Who do furniture manufacturers actually design for? If you ask most brands, they’ll tell you:
“Retail buyers.”
“Distributors.”
“The market.”
You know who’s missing from that list?
Actual end consumers.
Most manufacturers don’t design for real people—they design for what they think retailers want. But here’s the problem: retailers aren’t the ones sitting on your sofa, eating at your dining table, or sleeping in your bed.
Who should you be talking to?
Retailers and buyers – Yes, they still matter. But they shouldn’t be your only focus.
Interior designers – They influence more purchase decisions than you realize.
Homeowners and renters – The end customer should be your North Star.
How do you fix this?
Invest in real customer feedback. Surveys, focus groups, and direct conversations.
Involve designers in product development. They know what their clients want.
Test new collections before mass production. Stop launching blindly and hoping for the best.
Market Events Won’t Save You (But a Smarter Strategy Will)
So, what do most struggling furniture manufacturers do? They cross their fingers and bet big on the next market event. They pour money into elaborate trade show booths, high-end launch parties, and glossy print campaigns, hoping this time, something will change.
It won’t.
Market events have their place, but they can’t be your lifeline. If your business model isn’t working outside of these events, it’s not going to magically start working because you showed up to High Point Market with a bigger booth.
What’s the real solution? Proactive change.
Reduce your SKUs – Stop carrying products that don’t sell.
Revamp your distribution strategy – Stop relying on failing retailers to keep your business afloat.
Listen to real customers – The people buying your furniture should have a voice in your design process.
Struggling in Silence? Let’s Talk.
Here’s the reality: If your brand is quietly suffering but hoping things will somehow improve, you’re already in trouble. Richloom Weaving’s closure isn’t an anomaly—it’s a warning.
But the good news? It’s not too late to change course.
I specialize in Brave Marketing Strategy, Business Reorganization, and Go-to-Market Strategy for brands that know they need to change, but don’t know how. I work with manufacturers who are ready to break free from outdated models and create a sustainable, profitable future.
If your company is struggling, let’s talk. It doesn’t have to end like Richloom.
Let’s Fix This Together.
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