Guy Holbrook talks Craftsmanship, Commerce, and Century Furniture on iDesign lab

27 Mar Guy Holbrook talks Craftsmanship, Commerce, and Century Furniture on iDesign lab

In the rapidly evolving world of interior design and luxury furnishings, few companies have maintained the legacy and craftsmanship standards quite like Century Furniture. On a recent episode of iDesign Lab podcast, hosts Tiffany and Scott Woolley sat down with Guy Holbrook, Executive Vice President of Sales and Marketing at Century Furniture, to explore the rich tapestry of American furniture manufacturing and what makes Century a standout brand in the luxury market.

Founded 77 years ago and currently in its third generation of family ownership, Century Furniture proudly identifies itself as “makers” – not just designers who source products elsewhere, but actual builders with multiple factories in the United States. “We build it,” Holbrook emphasized, highlighting how this sets Century apart in an industry increasingly dominated by imports and ready-made pieces. This dedication to domestic manufacturing enables Century to offer something increasingly rare in today’s market: true customization that goes far beyond fabric selection.

While many furniture companies offer what they call “customization,” Century takes this concept to an entirely different level. As Holbrook explained, their customization capabilities extend to changing arms, depths, cushions, stitching, and dimensions – creating what he describes as “multi-axis opportunities” that simply aren’t possible without domestic manufacturing infrastructure. Their cornerstone upholstery program alone offers an astonishing 7 million potential permutations of a single piece.

The conversation revealed fascinating insights into the human element behind luxury furniture production. Century employs craftspeople who have been with the company for decades – some approaching 50 years of service. This institutional knowledge creates what Holbrook described as a “work family” that extends beyond employees to include their network of partners, dealers, and customers. This relationship-driven approach permeates every aspect of the business, from customer service to product development.

Perhaps most interesting was Holbrook’s discussion of the company’s collaborative approach to design. While Century maintains internal design talent, they also partner with renowned designers like Thomas O’Brien, Tara Shaw, and Jesse and Mara from Carrier & Company. These partnerships bring fresh perspectives and specialized expertise that complement Century’s manufacturing capabilities. Holbrook shared the delightful story of how designer Tara Shaw essentially made a “cold call” at High Point Market, approaching Century about developing a collection – a unique origin story for what has become a successful collaboration.

The podcast also explored Century’s commitment to sustainability, though Holbrook admitted this aspect of their business isn’t prominently featured in their marketing. From responsible forestry practices to water hyacinth plants used in their processes, Century maintains high environmental standards without “green washing” or excessive self-promotion about their initiatives.

Looking toward the future, Holbrook expressed concern about attracting new talent to the industry, particularly in creative roles and craftsmanship positions. While acknowledging that AI may enhance certain aspects of the business, he emphasized that furniture making remains fundamentally a human enterprise that requires skilled artisans. “Building furniture isn’t just stamping out quarters,” he noted, describing the precision required to create consistent, high-quality pieces that become family heirlooms.

The conversation concluded with a discussion about the evolving retail landscape in furniture. While traditional independently-owned furniture stores are waning, Holbrook sees growth in what he calls “boutique retail” – smaller showrooms with design studios in the back where the real business happens. This hybrid model reflects broader changes in how consumers shop for luxury goods, balancing online research with the necessary tactile experience of seeing and feeling fine furniture before purchase.