WILSON, N.C., SEPT. 8, 2026 — Sarreid Ltd. will unveil a newly reimagined High Point showroom for the October 2026 High Point Market, creating a more immersive, residentially inspired environment to express the company’s evolving point of view, expressed as modern heirlooms for the collected home. Located on the third floor of the C&D Building, Space 3-D, the showroom will offer designers and buyers a fresh way to experience Sarreid’s assortment while reconnecting the brand with the distinctive spirit that has defined it for decades.

The transformation comes as Sarreid continues to elevate its product line and sharpen its focus on furnishings with lasting character, craftsmanship and individuality. The company will use the space to demonstrate how its pieces can live together in layered, personal interiors, rooms that feel collected over time rather than decorated all at once.

“I want designers and buyers to walk in and feel that the presentation matches the quality and point of view of the product,” said Mickey Sharpe, vice president of design and creative for Sarreid Ltd. “We are building the showroom from the perspective of how a designer needs to see furniture in order to be inspired. The goal is not to make every piece compete for attention, but to create thoughtful settings where special pieces can emerge, relationships between products become clear, and the idea of modern heirlooms for the collected home becomes something visitors actually experience.”

That experience begins at the entrance, which is being repositioned to create a more open, immediate view into the showroom for visitors arriving from the escalator. Inside, the former long sight lines will give way to a more varied journey. One side will offer a clear flow through the space, while the other invites visitors to wander through room-like vignettes that suggest foyers, living rooms, dining rooms and other areas of the home.

Throughout those settings, Sarreid will highlight pieces that embody its modern-heirloom philosophy through material, finish, craftsmanship, function and enduring design. The approach reflects a deliberate return to an important part of Sarreid’s heritage: a line once known for the feeling that its furnishings had been discovered and assembled with discernment. Today, the company is translating that sensibility for a new generation of designers and buyers who appreciate finely crafted goods.

A hospitality area with a gathering bar reinforces the showroom’s emphasis on gracious living and connection, while a leather gallery and a new sample library will make the space more useful as a working resource for buyers. Sarreid also plans to build on collaborations with complementary lighting from Louise Gaskill Company; rugs from Meem and Bostan Carpet; Trowbridge Gallery art; Emma Hayes wallcoverings; textiles from 29 Park and Lacefield Designs; and custom fragrances from Barrett Bergmann Home, all to create environments that feel layered and complete.

“Sarreid has a remarkable heritage, and our responsibility is to honor what has always made the company distinctive while making sure it remains relevant to the way people live, shop and design today,” said Brad Cates, president and chief executive officer of Sarreid Ltd. “This showroom is an important expression of that balance. We want our partners to see a brand that knows where it came from, is confident about where it is going and is serious about being a leader in furnishings for the collected home.”

The refreshed presentation also responds to feedback from buyers who have long associated Sarreid with unusual, character-rich furnishings and wanted to see more of that spirit reflected in the onsite experience. By placing product in context, the company intends to help visitors envision pieces across a wider range of projects, aesthetics and lifestyles, and to make discovery itself part of the visit.
For Sarreid, the result is less a renovation than a renewed expression of identity—a showroom designed to feel current without losing the sense of wonder, quality and individuality that built the brand. The new space will debut during October High Point Market at the C&D Building, third floor, Space 3-D.

About Sarreid Ltd.
For nearly 60 years, Sarreid Ltd. has been creating heirloom-quality furniture that blends timeless craftsmanship with inspired design. From their home base in Wilson, North Carolina, and their showroom in High Point, they proudly serve designers and retailers around the world. Known for their signature Jupe dining tables — celebrated for their innovative engineering and classic style — as well as finely crafted casegoods, leather seating, and accents, every Sarreid piece is built to be as enduring as it is beautiful. Learn more at www.sarreid.com.

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Media Contact
Dawn Brinson
A New Day Creative Communications & Marketing