by Executive speaks of the company’s strengths and opportunities as both a domestic producer and importer of wood furniture
TOLLESON, Ariz. — When David Reitz became president of full-line furniture resource Legends Home in August of last year, he moved up the ranks quickly, starting as a business partner and head of sales and business development in April before being promoted just a few months after.
Reitz had plenty of experience to occupy such a leadership role, having previously been co-founder and co-owner of Tide Cleaners Connecticut and before this, chief executive officer and subsidiary director of Inventec Performance Chemicals USA, overseeing the company’s U.S. market operations.
Before this, he held general management, finance and marketing roles at Procter & Gamble and also as a senior corporate engineer at Cooper Tire. In this role, he helped advise company executives in Mexico, the U.S. and the U.K. on operational integration, plant expansions, labor negotiations and lean manufacturing.
A year into his leadership position, Reitz shared some thoughts with Home News Now about the company and the opportunities it has today as a manufacturer and importer. While there is no direct prior experience in the furniture industry on his resume, he certainly has the experience to help guide the company in both areas, positioning it for future growth and success.
“The best part of my role as president is making an impact by discovering and creating value that makes a real difference to our customers and employees of the company,” he said, noting he has worked closely alongside CEO Chris Dockter, which he said has brought their two different backgrounds together “with a shared vision to deliver real strength to the organization and our customers. My approach has been hands on, learning by diving into the hardest issues, applying best practices and supporting and working alongside the Legends team.”
This work extends to both on the domestic manufacturing side of the business, where the company manufactures occasional, home entertainment and mattresses, and on the import side, which develops and sources bedroom and dining furniture.
He noted that one important way he has been able to connect and learn at Legends is by working alongside the production team that produces furniture. He said that he started this on his first day and takes time each quarter to continue the learning process directly from the company’s manufacturing team.
“The days I work in production, I come to work early, check in with the production shift and report to an area manager, and learn by following instructions from our assemblers and finishers,” he said. “This has given me a deeper appreciation for the work we do, the people at Legends, the care and craftsmanship in each piece and the smart way we design. I did this on day one and continue to take time several days each quarter to learn from our dedicated and wonderful group of employees.”
In addition to growing the business, with the addition of 10 major accounts in the past year, he said the company has focused on its most important lines, which in turn has created some $3 million in cost efficiencies. He also stressed the importance of teamwork to allow for continuous improvement and focusing on the areas where it does well.
“Our future growth is not about chasing every opportunity,” he said. “As a team it is about doubling down and continuously improving where we are structurally advantaged and where the market is moving.”
“Legends is a 35-plus-year furniture manufacturer with an outstanding history,” he added, in describing the company’s Executive Vision Statement. “My goal since day one has been to focus the company and to create value for our customers. … Legends is the leading domestic entertainment and mattress manufacturing partner for major retailers who value speed, reliability and beautifully crafted product. In a market where there is consolidation and offshore complexity is rising, we win by being one of the few remaining U.S. manufacturers that can innovate quickly, execute consistently and scale with our customers. In order to fulfill the needs of our customers at a low risk, we balance our domestic production with imported direct container business that fill broader whole home furniture needs and price points.”
He further outlined what he sees as key strengths in each area of the business.
“As a domestic manufacturer, we’re well positioned to continue building market share and delivering handcrafted entertainment furniture and mattresses reliably and at a great value. To keep delivering on that, we’re investing in our U.S. manufacturing operation by upgrading both equipment and process improvement.”
Among the key initiatives announced this past June aimed at improving its domestic operation was its partnership with the Arizona Manufacturing Extension to develop a Kaizen initiative aimed at creating costs savings — estimated at $200,000 as of late June — along with a 50% reduction in Work in Process and the elimination of 4,000 operator steps in a single production area.
Reitz also went on to tout the importance of the company’s import business.
“On the import side, we have a strong Asia team and U.S. support team that will continue to design and produce great lines, allowing us to offer a broader range of product categories, including bedroom and dining,” he added, noting that the company has promoted a new Asia director and is making additional investments in Vietnam.
Reitz admits that the company has had its share of challenges over the past year, including tariffs and inflation. He said the Legends team has managed this by becoming more efficient, buying smarter and operating more effectively. He said this resulted in millions of dollars being taken out of the company’s cost structure.
“This not only solved the immediate issue, but also set us up well for the future,” he said. “Looking ahead to the next 12-18 months, one key to continued success is sustaining an empowered employee structure that identifies and creates value. To support that, we have initiatives underway in manufacturing, supply chain and AI, along with everyday improvement through our Employee Empower program.”
He believes these and other measures have allowed the company to be in a stronger position in the market.
“We have a compelling product line, a more streamlined and efficient operation and a strong customer base made up of true partners,” he said. “Our near-term prospects are tremendous, even in a challenging housing market, and I believe the opportunity for growth will be exceptional when the housing market eventually rebounds. That is something we are looking forward to — but importantly, it is not something we are counting on to drive our success.”
