Chaddock People


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.


  1. ESTEEMED VISITORS. Like Mariano Rivera, North Carolina Governor Roy Cooper, and you, retailers and designers who chose to come in from the rain and shop Chaddock at the High Point Market.
  2. DELLA & FRIENDS. The CHADDOCK brand stepped into the spotlight this Market with notable new introductions, the Della Wing Chair among them, demonstrating the design and manufacturing excellence inherent to this brand.
  3. STUDIO C. Chaddock’s semi-custom upholstery program has taken a fashionable leap forward with additional standard options, and by-the-inch options coming soon. Look for new sales aids available soon.
  4. BEAUMONT BEDROOM & MORE. Mary McDonald is a design rock star. Together, we introduced 10 new items at the Market, including the Greco-Roman inspired Beaumont bed.
  5. YELLOW. Larry Laslo’s response to High Point inclement weather?? Color! Starting with a French Butter Yellow room to bursts of Greenery, lavender, and moody charcoal tones. This master of design drama continues to inspire.
  6. MILLENNIAL PINK. Pantone may have given the 2017 color nod to green, but the marketplace is saying pink, Millennial Pink to be precise. Mary McDonald loved it (with black), as did our PS collection color mavens…
  7. PS COLLECTION FOR CHADDOCK. Color is anything but a postscript for Chaddock designers Sarah Kennedy Dolce and Peter Sinnott IV. From the Pierre Frey wallpaper to color play in upholstery and case goods items, Sarah and Peter demonstrate that color is king in 2017.
  8. CHICKEN PIE & BANANA PUDDING. Brenda Thompson and her team of sous chefs are the best in High Point, with tried-and-true recipes, making Chaddock THE destination for the best furniture and lunch in town.
  9. UNSUNG HEROES. Nearly every item you saw in High Point was made to order and made by hand in Morganton, NC. Over 150 craftsmen and women make the High Point Market – and your orders – possible. We thank them!
  10. TEAMWORK. Chaddock has 15 salespeople that can act as one, plus a support team that routinely pulls rabbits out of its collective hat. Teamwork starts at the top. Thank you to our owners, managers, customer service crew, and reps for a Market to remember. We can do just about anything … together.


We want to keep in touch. Now through Market, when you sign up to receive Chaddock’s newsletter, your name is in the “hat” to win this stunning Charcoal hall chair from the Mary McDonald collection.

The suggested retail price is $2,247, but absolutely no purchase is required. There are just a few simple rules. To win, you must be at least 18-years old, live in the contiguous 48 states, and agree to the announcement of your good luck via social media. Of course, the winner is responsible for all taxes, and must successfully complete a 1099-MISC prior to receiving the chair. Additionally, Chaddock associates and affiliate partners (such as our wonderful sales reps) are excluded. That’s it!

What about Chaddock designers and retailers? You are free, clear and entirely eligible to win. The only real question is how lucky do you feel? If the answer is very, prepare to take Georgia home from Market (or, of course, we’ll ship her to you). The winner will be announced as Market ends.

And, about the small string that’s attached, namely the e-newsletter sign up…. First it’s easy to do. Click now. You have Chaddock’s word that we will never sell, share or otherwise divulge your identity and information to any second or third parties. This is just between us. As for Chaddock’s newsletters, we also promise never to bore. Should we disappoint, opting out is always an option – knowing this helps us up our game!

Keeping it touch is not a one-way street. We love feedback. Especially when it comes to us (and the world) via Instagram. You’re invited to follow us, and if Chaddock isn’t already hanging on your every Instagram post, we will reciprocate and follow you back immediately. We’d love to see your design work-in- progress, mood boards, showroom photos, and installation photos. There are no voices or visuals more important than those of our design and retail partners. Our ears and eyes are wide open.

Change doesn’t scare Rachelle Roth. In 1991 she and her husband Jeffery left successful, high-powered careers to start Urban Country. They were furniture novices who set new industry standards. Life and business changed irrevocably in 1999 when Jeffery died of brain tumor, but the idea of a “family business” took on even richer meaning as two of Rachelle and Jeffery’s daughters joined the enterprise. In today’s blog, Chaddock catches up with this entrepreneur, designer and mom to find out what makes Rachelle run… 


CHADDOCK: Urban. Country. Quite a juxtaposition. Tell us the origin of your company name.

RR: Our whole business philosophy – then and now – is based on the idea of blending. In the case of the name, it’s about an edgy urban aesthetic paired with a casual, relaxed country vibe. Urban Country is less about contrast and hard juxtapositions than it is about a seamless blend.

CHADDOCK: What is the biggest risk you’ve ever taken?

RR: Starting the business in 1991, but I didn’t fully realize it then. We gave up great jobs. We had young kids. The economy was horrible. We were furniture beginners – but with great business acumen (him) and fashion sense (me). We wanted to blend our talents, so we did!

CHADDOCK: What’s the biggest upside to running a family business?

RR: Creating. Shedding old ideas. Some 25+ years ago, my husband and I were the ones innovating. It’s a kick to see our children – two are active in the business – charting new courses.

CHADDOCK: And – tell the truth – the biggest downside?


RR: Ah, see the last question. It’s hard to let go of what you think you know, but I’m a proud mamma!

CHADDOCK: Second career time. You’re starting fresh and saying goodbye to interior design. “I would like to….”

RR: I can see myself consulting on a fashion business, helping others break barriers – the mental and tangible ones. That would be satisfying.

CHADDOCK: If you were a CHAIR, what would you look like?

RR: I would be a curvy French bergère in mohair and velvet, please.

CHADDOCK: How would you describe your own personal style in three adjectives?

RR: Sophisticated, elegant, whimsical.

CHADDOCK: What attracts you and Urban Country to Chaddock?

RR: Chaddock offers such a panoply of styles. Urban Country is all about the blend, and Chaddock is a great fit. Styles range from buttoned-up traditional to outside-the-box designs.

CHADDOCK: Do you have a favorite piece of Chaddock? An item you covet?


RR: There are so many…. I recently downsized into a 1900 square-foot condo. I had to edit. The Mary McDonald for Chaddock goat-leg demilune was a must-have. It’s rustic. It’s classic. There’s the blend again! I live with and admire that piece every day.

CHADDOCK: What’s your personal motto, mantra or credo?

RR: Do what you love and do it with passion!

Happy Valentine’s Day. It’s well known that Chaddock has a huge crush on Studio 882, a wonderful design and furniture store just outside of Philadelphia. Bright, creative and principled, we think Katie and Chad Groves represent the next generation of the furniture industry – and as you’re about to see, the next-next generation!


Lights, camera, action. Chad and Katie recently planned an in-store photo shoot. Strategically, they sought to capture images that demonstrate how well-made furniture stands up beautifully to everyday life. Katie says that the Mary McDonald for Chaddock Antoinette bed “is beautiful, elegant, and relevant for the way we live today.” It was cast in a starring role. The Groves’ did not have to look far for “talent.” That’s their son Andrew (age 5) perusing The Cat in the Hat comfortably atop Antoinette.


According to Katie, Antoinette is one of Studio 882’s top sellers. (Looks like the boys love it too.) “The scale, proportions and craftsmanship are exceptional,” she explains, “It’s inspiring to see our designers and customers experiment with their own unique combination of fabric and finish options. We love the ways our customers have styled this bed in their own homes. It’s really never the same twice, thanks to Chaddock’s amazing options.”


Boys will be boys, and episodes of monkey business were apt to break out during the shoot, according to Katie. As she explains, “We don’t believe in special occasion furniture. Furniture is meant for living. Both beauty and quality are important. Chaddock’s on exactly the same page with us.”


“More and more, Studio C is becoming our upholstery options program go-to,” says Katie. In addition to the great menu of options, quality features and amazing lead times, Katie notes Studio C has “formidable fort-building capabilities, perhaps a little known fact.” In this final shot, Andrew recreates a scene from the Groves’ own home, where cushions are apt to separate from sofas to fashion fortresses. Studio C is a wonder, says Katie, “everything holds its shape under just about any kind of assault, if you will. We love this track arm sofa in 1244-Tweed. It’s perfect for our own personal castle!”


Registration is now open for the next session of Chaddock College, the master class in the art and science of fine furniture. Class size is limited to no more than 15 attendees to offer a very personal learning experience. Best to sign up NOW to reserve your place. It’s a must-attend, and here’s a few reasons why…

No 1 Learn a lot: It’s no Animal House. We strive to make Chaddock College, collegial (of course), but you will exponentially increase your understanding of how fine furniture is made in this two-day experience. Most coursework takes place right on the factory floor. You won’t be lectured to; you’ll learn by doing. In fact, you’ll be guided through all the major steps of the wood finishing process and witness the upholstery process from start to finish.


No 2 Polish your professionalism: The world of design is fun and fashionable. It’s also highly competitive. What differentiates you from other talented professionals? How can you add more value to your client’s experience? Can you demonstrate a rare understanding of the furniture-making process to earn your client’s trust and justify significant purchases? Chaddock College will make you a better professional.


No 3 Hand rubbing and elbow rubbing: In our wood finishing segment, you’ll experience the hand-finishing process, including the final wool wax rub. Simultaneously, you’ll rub elbows with other retail and design peers and professionals. You may make important connections that will stay with you well after College.


No 4 About your diploma: It’s more than a piece of paper. In fact (spoiler alert!), your College term project is the hand-finishing of a frame, perfectly sized to hold your diploma. It’s both YOUR badge of honor and our gift to you – but only upon matriculation.


No 5 Tuition is not a barrier: Chaddock College class size is limited to 10-15 serious professionals. If you are accepted into the program all fees and expenses (including all food and accommodation in Morganton) are fully paid for by Chaddock. Your only financial responsibility is travel to and from Morganton. Chaddock has endowed this program because we know education is essential to our mutual success. Chaddock is on its way becoming the best fine furniture brand in the world. Are you with us?


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.


Pantone says that Greenery is the color of the year. Kate Middleton might say that tartan plaids are the pattern of the year. We think both are right on trend.

So do Chaddock designers Sarah Kennedy Dolce and Peter Sinnott IV. Chaddock introduced their prescient PS Four Console at the October High Point Market, just as the Duchess was likely off to the hunt in tartan, and Pantone had Greenery under wraps.

An open-form silhouette, PS Four has no secrets. All is revealed. The exterior is wrapped in gun-metal vinyl. The interior, like the beautiful lining of a couture jacket, is covered in a fresh green-and-yellow tartan plaid.

“Of course, we’re delighted that the piece is so on-trend,” Sarah notes, “but it’s important to remember that designers are not boxed in, so to speak.”


Like most Chaddock styles, the PS Four Console can be specified in any fabric combination, including COM, and also in wood, with a selection from 50+ wood and paint finishes. Additionally, Chaddock is happy to customize dimensions so the table, again like most of the brand’s lineup, can be groomed to suit any design plan.

“Speaking to its versatility,” Peter adds that, “this console table is actually big brother to the PS Three Side Table, introduced earlier in 2016. We showed that in a faux croc with a tangerine suede interior. Chaddock says YES to all our ideas. Personalization and customization are the company’s wheelhouse.”

Pantone and famous style mavens aside, for the most part, designers who choose Chaddock set their own trends. Won’t you tell us what’s new in your fashionable world? We would love to spotlight your vision in an upcoming blog.





At Chaddock, we love new beginnings. In fact, we look at every day as a chance to start over and be better than the day before. As you’ve heard me say many times, 2015 was a year of getting our house in order. In 2016, we demonstrated consistency and proved our strong capabilities in the areas of product, quality and service.

But today I want to look forward, not back. Top-ten lists are always fun and informational. Without further ado, here’s my top-ten list of what to expect from Chaddock in 2017.

#1 The A-Team – Chaddock continues to assemble the finest team of furniture pros in the industry … from skilled craftsmen and an all-star plant management team, to a growing and proactive sales team,  not to mention the many dedicated behind-the-scenes players supporting your business. What’s more, Chaddock’s owners and executive managers are all-in and committed to the growth of this brand.

#2 The A-List – YOU are on the A-list. It is our goal to establish meaningful relationships with the best designers and retailers in America and the world over. We believe that honesty, openness to feedback, and integrity in all our business dealings are essential to our success.

#3 Strategic Merchandising – We’ve established that Chaddock makes great furniture. 2017 will be the year of merchandising the assortment so that our manufacturing expertise offers designers and retailers logical, efficient and affordable programs. Specifically, look for news on a new Dining Table Program, and yet another significant tune-up for Studio C.

#4 Designer Collections & More – New product launch plans are in place for April and October, including some great new additions from Mary McDonald. The Guy Chaddock Monterey Collection – launched in October 2016 – will expand, and you’re going to see Chaddock branded collections become increasingly more important. As always, Larry Laslo and David Easton’s showroom presentations will inspire. We know you’ll like what you see.


#5 Showing Our Work, and Yours! – Chaddock will ramp up digital communications to inspire consumers and designers with photos of exciting personalized or customized items live from our Morganton factory floor – and better yet, your stores and client installations. A picture says a thousand words. Won’t you share yours?

#6 Website Updates – is a keen focus in 2017 with a twofold goal. Site navigation will be improved to put you in touch with relevant information quickly and intuitively. At the same time, the updated website will also inspire creativity with fresh images and behind-the-scenes stories that breathe life into our brand.

#7 Made in America – To turn a familiar phrase around, we believe that what’s good for America is good for Chaddock. We are committed to creating jobs and investing in people and technology in Morganton, NC.


#8 Industry-Best Lead Times – Chaddock continued to make tremendous lead time advancements in 2016. We will regularly update retailers and designers on our performance. The key take-away for you as we enter a new year is that you may TRUST our ability to deliver and order CHADDOCK with confidence.

#9  Chaddock College – WOW, what a great inaugural session of Chaddock College in November! It’s a program that’s here to stay. The 2017 calendar will be announced soon. And, we are working diligently (and we believe successfully) to secure IDCEC CEU accreditation.


#10 Continuous Improvement – At Chaddock we take nothing for granted. We understand that we must earn your business every day. Past success is no guarantee of future greatness. The mindset of working hard to improve every day is part of the Chaddock culture – and is the esprit de corps behind our 2017 undertakings.

From Morganton, North Carolina, to our valued retail and design partners, thank you for your business in 2016 and all the best for 2017 and beyond.


mm-collage-altDesigners tell us that Mary McDonald’s collection for Chaddock is timeless, even here at the start of a brand-new year. Mary is both a trend watcher and a trendsetter. We caught up with her at the very start of this New Year to see what’s up and coming in her crystal ball for 2017.

Mary says crystal, for one thing. Mary tells us to look for “faceted and ever changing ice, stone, rock layers,” and even crystal in 2017. Authenticity might be the buzzword with “facets, fissures, fractures, and all shapes resembling nature’s movement.”

Mary McDonald gives a thumb’s up to Pantone’s Color of the Year, Greenery. “Everyone will have a green thumb for the color green,” Mary says. We wonder if PMS15-0343 will factor in the designer’s April Market showroom presentation at Chaddock…. There’s so much to look forward to in 2017.

Finally, Mary predicts that “anything with the hand of a paint brush will find its way into fabrics and wallpapers” in 2017. May we add case goods to the list? Chaddock furniture is finished to perfection by hand. Distressing – mimicking nature’s beloved imperfections – and visible brush strokes are essential finish features. Good to know we’re right on trend!

Of course, Mary McDonald’s most compelling statement of what’s new and next for 2017 will be revealed in April, when the designer introduces significant new pieces to her 50+ piece collection for Chaddock. It’s not too early to mark your calendar. Look for Mary McDonald at the corner of Green (such a timely street name) and Hamilton starting April 21, 2017.

Above: Some of the textures, tones, shapes and images that speak to Mary’s 2017 forecast. Top from left: the designer, Drayton Center Table with a custom finish, fissure in the natural world, sculptural Georgia Star Back Chair by Mary McDonald. Bottom from left: Monochromatic facets, Etoile Side Table by Mary McDonald, accessories inspired by nature, gold and silver leaf finish setup at Chaddock’s Morganton factory.