By Design: Product News


The start of a new year is a great time to take stock, looking back on the “roads” travelled in 2017, and most importantly, forward to the 365 days of opportunity before us in 2018. Rest assured, we won’t be joining Alice on the random road to “anywhere.” In today’s blog, I’d like to share five critical 2018 guideposts:

PRODUCT! PRODUCT! PRODUCT!  We see a big opportunity in the marketplace. While there are many furniture importers and marketing companies, no one “owns” quality, and no company is better positioned to stake out this ground than Chaddock, as we control the design and manufacturing process from A to Z.  Our strategy is to continually add MORE quality to our products and eliminate waste. This creates more value for designers and consumers.

Lead time

CONTINUOUS IMPROVEMENT: RAPID  Today, the principles of continuous improvement are now engrained in the Chaddock culture. It’s what fuels the drive for quality just noted. In 2018, we are picking up the pace. Lead times are a great case in point. Chaddock’s 2017 performance was solid. Great is the target for 2018. As we start the year, lead times on standard wood and upholstery are among the best in the industry (at 5-7 and 4-6 weeks respectively). But we can do better – and topple the industry standard. A new Quick Ship program is a great example. Thirty upholstery frames in over 150 fabrics (plus COM) are available to ship in 3 weeks. This is not a static program. MORE product will be added to Quick Ship 2018, including selected case goods! This is just one example of RAPID continuous improvement.


CUSTOM SIMPLIFIED + EXPEDITED  Designers and their customers want unique customized furniture, and they want it quickly. Chaddock is developing simple-to-specify, nimble programs that significantly reduce custom lead times, currently at 10-12 weeks. How so? A few examples from 2017: Dining Pairings, Studio C By-The-Inch, hardware mix and match options, and a by-the-inch occasional program. These thoughtful merchandising programs – coupled with over 60 wood and paint finishes – allow designers to create unique designs with condensed lead times – and nearly instant gratification!

EMBRACE DIGITAL  Late last year, Chaddock launched an all-new brand website. We very much appreciate your favorable response to the new site, but know that our digital work is just beginning. The site will grow, expand and improve in 2018. New programs and product info will be added in real time, and we will develop key Chaddock quality and design stories that set our brand apart. Organic search optimization is a big focus, as is improving communications with our blog – like this – as well as email marketing.


THE TEAM’S THE THING  At the end of the day, it’s people – even more than product – that define Chaddock. Our “team” includes valued retail and design partners, in addition to the Morganton associates, and others representing Chaddock throughout the country – and the world. As a tangible example of our commitment to people, Chaddock has helped establish an apprenticeship program in Burke County, our NC home-county of residence. We are partnering with the local high schools and community colleges to develop the next generation of furniture craftspeople and leaders. Stay tuned for more info in an upcoming blog.

Studio C Katie

Chaddock’s Studio C is recognized as one of the most robust upholstery options programs in the marketplace, offering consumers so many fashionable choices. In today’s blog, Chaddock caught up with Studio 882 co-founder Katie Groves to learn more about Studio C from a business perspective. Aesthetics and fashion aside (just for a moment!), here’s the behind-the-scenes lowdown on how Studio C performs on a busy design floor. 

CHADDOCK: Can you describe the perfect project or customer fit for Studio C?

KATIE: Studio C is what I like to call a “workhorse” program because it suits so many different customer and project types. For example, Studio C is perfect for clients who want a sectional, or a deeper sit, or a stylized arm and base style. It’s also great for clients who need a matching sofa and loveseat. I could go on. Studio C has something for everyone.

CHADDOCK: How do you present Studio C to your clients?

KATIE: I share the Studio C program at the very beginning of the design process, BUT I usually have pre-selected the options that work best. It really helps to guide clients through the series of options, and it gives them more confidence in our final selections.

CHADDOCK: How do you merchandise Studio C on your floor?

KATIE: We have a Studio C vignette featuring different types of upholstery with different arm, base and cushion styles. In this one setting, we can walk customers through the program’s many options. But, we also display Studio C sofas and chairs in other areas of the showroom to highlight how well Studio C seamlessly integrates with other Chaddock’s upholstery, or even existing upholstery in the client’s home.

CHADDOCK: How does Studio C compare to other options programs?

KATIE: Studio C style goes well beyond basic. Many other programs simply offer one roll arm style, one pleated arm style, one track arm, and so on. And maybe only one or two skirt styles. The importance of additional options is more than vanity. With Studio C, I can specify an arm style, for example, that’s better scaled for a particular room or project; or a skirt style that’s just spot on, and a cushion type that is perfectly cohesive with the arm and base selections.

CHADDOCK: Pretend I’m a new designer at your store. Give me the skinny on Studio C.

KATIE: “Creating the perfect piece of upholstery is as easy as 1, 2, 3. With Studio C, we get to pick an arm style, a base style and a back/cushion style, and other features too.” I’d remind the new designer that for some clients, this can seem like an overwhelming set of choices, and quickly point out that with Studio C, Chaddock has already weeded out the bad decisions. The program is a collection of the best options. I encourage designers to start with the arm selections. So often, the rest of the decisions naturally fall into place.

CHADDOCK: Studio C is a feast of options. What are your favorites?

KATIE: I like the raised panel roll arm. It’s a fashionable twist to a roll arm. I also appreciate that Studio C has a both roll arm and small roll arm options, a raised panel roll arm and a small raised panel roll arm, a pleated arm and a small pleated arm option. Also, the round corner box back cushion is a great option absent in most other programs.

CHADDOCK: Fashion aside, does Studio C make good sense for your business?

KATIE: Customers invest time with us, and we invest time in our customers. It’s part of the Studio 882 experience. But one of the most important parts of the sales process, ironically, happens after the sale when the furniture is delivered. If we furnished rooms that look good but aren’t comfortable, our relationship with that customer probably wouldn’t continue much longer. But, if we deliver rooms that look great and are comfortable, we probably have a customer for life – and great word of mouth. Simply put, Studio C upholstery exceeds customer expectations. That’s good business!

CHADDOCK: Can you share Studio C secrets to selling success?

KATIE: I usually introduce the Studio C with a quality and comfort story. When clients are settled on Chaddock for these essentials, they can then get invested in creating something beautiful and unique with all the options.

CHADDOCK: Any other sage selling advice others might be missing?

KATIE: I like to pair Studio C sectional options with Chaddock’s expanded collection of Sunbrella fabrics for the perfect family friendly sectional.

CHADDOCK: Any famous last words as we close?

KATIE: Continue to stay in touch with designers (and through us, customers) on what options are most important. Great programs, like Studio C, evolve!

Studio882Build 2


For the past four years, Studio C has been many a designer’s go-to for high-quality and high-style semi-custom upholstery. Today, we’re pleased to announce Studio C “next generation” with a host of new options to support your design plans – and creativity.

As we share exciting program updates, know that some things have not changed. Chaddock bench-made quality remains fundamental to each and every design, including superior frame construction and 8-way hand-tied springs. After all, it’s what’s on the inside that makes the outside look so good. Every Studio C design is made to order and tailored to perfection in our Morganton workroom.

And now, a drum roll, please! Here’s what’s new in Studio C:

ARM STYLES: The Studio C lineup now includes a roster of 12 arm styles. Narrow Track Arm, Modern Slope Arm and Key Arm are new to the mix.

LEG-BASE STYLES: Our base styles show a little leg – or not! Specify Dressmaker Skirt, Kick-Pleat Skirt, and Upholstered Base. There’s a new Bun Foot among Studio C’s exposed leg options. They are all available in any of our 50+ standard finishes.

BACK-CUSHION STYLE: At launch, Studio C offered three back/cushion styles. You may now choose from six. Additionally, each is available with welt or saddle stitch (weltless). Designers are empowered to sculpt the just-right silhouette.

SEAT HEIGHT & BACK PAIRINGS: All Studio C selections are offered with a Seat Depth of 39” or 42”, and a T or Straight Seat Cushion. Now, you may also customize Seat Height and Back Height. Choose from these two paired configurations: 18.5 SH and 37 BH OR 20.5 SH and 39 BH.

FILL OPTIONS: Comfort is personal. Select from two Studio C firmness levels, plus the options of feather or fiber fill (for the allergy sensitive). Choose Comfort Plush and Comfort Down for a more relaxed sit. For firmer supportive comfort, choose Spring Plush and Relaxed Springdown.

STUDIO C COM ORDERS SHIP IN 3 WEEKS: Studio C is the perfect semi-custom upholstery solution when quality, value and lead times are in play. All Studio C COM fabric and leather orders ship 3 weeks from confirmation of order and receipt of fabric/leather. It’s more than a promise. It’s a guarantee. If we should fall short, Chaddock will cover the freight charge in the continental U.S.A.

TAKE IT TO THE NEXT LEVEL: Chaddock’s mantra is just say yes. Please consult the price list for a review of oft-requested options. Remember, we are always open to considering new ideas. Just ask.

PREVIEW OF COMING ATTRACTIONS: Stay tuned for Chaddock By-The-Inch, a new options program that will go to any length to fulfill your decorating vision!


Photo credit: Studio 882

The new Guy Chaddock Monterey collection crafted in distinctive Quartersawn Oak was a big hit at the October 2016 Market. Available in a new palette of exclusive wire brushed finishes, Monterey affords a world of choice to interior designers. Or so we thought!

Chaddock heard you. We are happy to announce that the Monterey Collection is also available in Maple, and at the same price as Oak – no up charge! As you know, most furniture makers are simply unable to offer a change of wood species within a collection. Chaddock is ready, willing and able – a result of our made-in-America manufacturing model and a company culture that seeks to please.

Monterey Maple dining table tops are an especially robust offering. They are available as planked tops (with scoring), smooth plank top (no scoring), inlaid plank tops (planks and lumber bands scored), and smooth inlaid plank tops (lumber band scoring only).

While a change of wood species may seem like a simple thing, in reality, it’s not. Maple and oak, for example, accept stains and finish treatments very differently. To be sure your Monterey orders – whether in Maple or Oak – are exactly what you want, please note two special ordering parameters:

  • Your approval of a strike off panel required on all Maple pieces with Wire Brush finishes. Why? Oak and maple respond to our wire brushing technique very differently.
  • Quartersawn Oak pieces may only be ordered in wire brushed finishes. Chaddock standard or premium finishes may not be specified. Color changes are significant and unpredictable. We cannot guarantee your satisfaction, so they are off the table!


There’s nothing more heartbreaking than unrequited love, so imagine our immense delight when one of our favorite magazines sent us a valentine – and one for all the world to see.


XOXO hugs and kisses back to you, Traditional Home, for including the Mary McDonald for Chaddock Alix Side Chair in your timely roundup of decorating trends with Xs and Os in the February edition, on newsstands now. As it happens, Alix delivers on both counts: XOXO.

Alix is a study in geometry. The square chair back frames an X encased in a circle – or an O, if you prefer. Mary channeled Malmaison – Napoleon and Josephine’s summer digs – in the chair design. It’s one of her favorite periods, and it’s easy to see why. Louis XVI and Directoire style furniture is decidedly unfussy, but also beautifully and thoughtfully designed. It’s about imagination and meaningful detail, not ostentation.


Traditional Home chief Ann Maine first spotted the new Alix Side Chair at the October furniture Market during a personal tour with Mary McDonald. Our blog reporter was on hand to snap a cellphone, shown above. As the magazine’s 2017 editorial calendar developed, Senior Style Editor Krissa Rossbund was similarly smitten with Alix, and the chair made its way into Traditional Home’s stylish mix.

MORE ABOUT ALIX: The Mary McDonald for Chaddock Alix Side Chair (MM1657-26), W20.5 x D25 x H38.25, is shown here in 5800 Black Deco with Gold on finials. Seat upholstered in F6180 Seasalt. Alix is made by hand and made to order in Chaddock’s Morganton, NC, factory, and available in over 70 finishes, and hundreds of fabrics, including COM. Expected Alix lead time 5-7 weeks.

David Easton is the dean of American architecture and design. He spots trends - and sets them.

Ask David Easton what inspires his architecture, interiors, and furniture designs, and “wanderlust” will be very high on the list. “Travel opens up the sight lines,” according to David, “and is certainly a primary source of inspiration behind my collection for Chaddock.”

Given his penchant for travel – the more exotic the better – you may find it surprising that David’s top trend for the New Year is MADE IN AMERICA.

The David Easton for Chaddock Oaklawn Sideboard in the making at Chaddock's Morganton factory.

Actually, it makes perfect sense and is perfectly timely. Travel fuels the designer’s imagination. “Chaddock brings it to life in their Morganton, NC, factory. Quality and craftsmanship are not sourced out,” explains David, “they are integral to every design.”

In 2016, David and partner Jimmy Steinmeyer went back to their Midwest roots, moving the rebranded design offices of Easton-Steinmeyer & Associates to Tulsa, OK. “We used to call Tulsa our getaway, now we call it home, or perhaps home base, as we are still quite on the move. And, of course, we will always have a New York office,” David explains.

Imagine. Tulsa, Oklahoma is the new world headquarters for Easton-Steinmeyer & Associates.

David predicts that furniture designs will continue to be globally inspired with a thoughtful mix of periods and styles, but there is a powerful groundswell toward American craftsmanship.

“I read that this may be the post-truth era, but I believe people crave authenticity. That’s what resonates with Chaddock’s made in America approach. I hear their doors are always open. Designers who want to see what made-to-order, made-by-hand furniture looks like should enter Morganton, NC in their GPS. I may see them there. It’s only a short trip from Tulsa.”

David Easton's new Tulsa showroom is a great place to shop his collection for Chaddock.

DanBy Dan Bradley

Chaddock has undergone a transformation over the course of the last year. Yet, many of the improvements may not be readily apparent to you. Such is the nature of significant enhancements of factory operations.

Right now, however, I’m delighted to share details of a new program that demonstrates what Chaddock 2016 is all about.

Effective immediately, fully upholstered COM and COL orders will be available to ship in five weeks following receipt and approval of the order/fabric. Beautifully styled quality upholstery has always been a Chaddock core competency. Going forward, we will also offer you – and your clients – some of the best lead times in the industry. Early feedback to this new program has been most encouraging. Thank you to Chaddock dealers and designers for your strong positive response…

Lori Gilbert Steve LushKatie 2Nina NashBob Shea

Now, there are a few “disclaimers” to this program. I think you’ll agree they are reasonable and understandable.

For the present, Chaddock inline fabrics are excluded. This is simply because Chaddock does not control mill ship dates. Once inline yardage is received, we are confident the order will ship in five weeks.

Nearly 90% of the Chaddock upholstery lineup is included in this offering. Some wood-trim frames are excluded, such as the Demetria Chaise and the French Deco Sofa. Dining room chairs are, of course, not part of the program. You’ll find a list of the most current participating frames on our website. You may also  consult your sales rep or your customer service rep for full detail. I think you’ll be pleased to see most of your favorite silhouettes available for shipment in five weeks.

This new program is part of the Chaddock Promise. We are all familiar with “quick ship programs.” This is something more. It’s a way of doing business. In fact, if your approved order is not available to ship in five weeks, Chaddock will pay for the freight anywhere in the continental U.S.A. You are accountable to your clients. We are accountable to you.

Earlier this year, I forecasted that 2016 would be Chaddock’s breakout year. Today’s news – the Chaddock Promise with five-week shipment on fully upholstered COM/COL orders – is a demonstration of a new Chaddock.

Thank you.