Speed to market: Why one manufacturer is making this a top priority


TAYLORSVILLE, N.C. — Craftmaster Furniture’s plans for 2023 are focused on making sure that customers get the upholstery they want, in the best possible time. Furniture Today spoke with company president, Alex Reeves, about Craftmaster’s strategy in 2023 and how the current state of the market plays into company’s focus.

What can retailers expect from you in 2023?

Continuing development across all categories with emphasis on modern, casual and creating values in areas requested by our customers.

Do you anticipate any supply chain issues and if so, how are you addressing these?

Raw material logistical disruptions have subsided with foam, metal, wood and most fabrics.

How are your lead times for the upcoming year?

Currently we’re shipping in six weeks for fabric and eight weeks for leather. We expect to be back to four weeks or better before year end.

Are you working on any enhanced digital/logistics capabilities?

We have expanded our in-house CFC trucking program to better service customers with direct deliveries.

What, if anything, is keeping you up at night regarding the upcoming year?

The stability of our economy and continuing employment numbers.

What category(ies) will be big in 2023?

Our Design Option programs, quick ship and our ability to produce special orders with quality and speed will accelerate our business in 2023.

How is your business performing now and what expectations do you have for 2023?

Incoming special orders have been increasing weekly, commensurate with our continuously improving speed of delivery.

What’s your biggest development coming up in 2023?

To provide customers with the greatest value, quality, experience and speed of delivery in our price point.

Are there any extensions to your brand for the upcoming year?

We are rounding out categories in response to requests of our customers.

Do you have specific operational strategies you’ll be employing in the upcoming year?

Our focus is to outperform pre pandemic service levels.

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