New Platform Simplifies Custom Upholstery While Strengthening Coordinated Design Across Categories
Martinsville, VA — April 6, 2026—Hooker Furnishings is advancing its whole-home strategy with the introduction of Hooker Custom Upholstery, a unified brand that brings together its custom fabric and leather capabilities under a single, consumer-recognized name.
The new platform combines the legacy craftsmanship of Bradington-Young and HF Custom into one cohesive offering, creating a clearer story for retailers and designers while simplifying how custom upholstery is specified, merchandised, and sold.
While Bradington-Young and HF Custom have long-standing reputations within the trade, the transition to Hooker Custom Upholstery reflects a strategic shift to leverage the broader consumer awareness of the Hooker brand, making it easier for retailers and designers to connect with customers and drive sell-through at the floor level.
Designed to work seamlessly alongside Hooker Furnishings’ casegoods collections, Hooker Custom Upholstery enables partners to create fully coordinated room environments with greater ease, supporting stronger in-store presentations and a more intuitive customer experience.
“This is about clarity and momentum,” said Richard Vest, president of Hooker Custom Upholstery. “We’re bringing together the strength of our custom upholstery capabilities under a name that customers already recognize and trust. That gives our partners a more powerful story at retail and makes it easier to present complete home solutions.”
Previously, custom upholstery offerings were segmented across multiple brands, requiring retailers and designers to navigate separate programs. Hooker Custom Upholstery removes that complexity, providing a single destination for custom seating that aligns in both style and scale with the company’s broader product portfolio.
Hooker Custom Upholstery reflects the company’s continued investment in building a complete home program, one that supports larger retail presentations, drives higher average tickets, and strengthens its position with both retailers and interior designers.
To support speed-to-market, the program includes:
• More than 250 in-stock fabrics and 200 coordinated leathers
• Domestic manufacturing in Hickory, NC, and Bedford, VA
• Lead times under three weeks for most custom orders
• A quick-ship chair program delivering in 18 working days
• A stocked-cover upholstery program with select styles shipping within 72 hours
Hooker Custom Upholstery will be showcased at the Hooker Furnishings showroom in Showplace, 3rd floor, during the Spring High Point Market, April 25–29, 2026.
# # #
About Hooker Furnishings
Headquartered in Martinsville, VA, Hooker Furnishings is ranked among the nation’s largest publicly traded furniture sources and encompasses 4 brands. These brands include: Hooker Furniture, Hooker Custom Upholstery, H Contract, and Sunset West. Hooker Furnishings Corporation’s corporate offices and upholstery manufacturing facilities are in Virginia, California, and North Carolina, and the company has showrooms in High Point, North Carolina; Atlanta, Georgia; Las Vegas, Nevada; and Ho Chi Minh City, Vietnam. Hooker Furnishings operates in the United States and Vietnam. The company’s stock is listed on the Nasdaq Global Select Market under the symbol HOFT.
Contact: Jane Chero, The Media Matters, Inc., ja**@*mm.agency, 856-236-5565
