BenchMade wood and upholstery earn prime real estate in Bassett Home Furnishings stores

Effort to blend the product seamlessly on the floor creates visual interest for a wood furniture lineup that’s shipping quicker than imported case goods

GREENSBORO, N.C. — Recently Home News Now visited the Bassett Home Furnishings store at 4501 Landover Road here to see how the store showcased its signature domestic BenchMade lineup.

The display of both wood furniture and upholstered blended seamlessly into the overall mix, occupying a significant amount of space throughout the showroom.

While priced higher than imports due to it solid wood nature — plus the fact that it’s made in the U.S. — the line does relatively well alongside the imported wood product. That’s largely because customers typically can get it much quicker than the imports, whose flow has been disrupted by Covid-related plant shutdowns overseas not to mention container shortages in Asia.

“I always try to push it,” said Kendra Boone, a design consultant, of her efforts to show customers the U.S.-made product. She noted that they often like the fact its available within weeks, versus months, considering the long wait times for finished product and containers out Asia.

“It’s a huge part of our real estate,” another associate added, of the space it occupies on the floor, giving customers a wide mix not only of the solid maple dining bedroom and occasional, but also the solid white oak furniture, which was added to the line last fall.

The store also has a display set up of finish panels and fabrics, showing customers the many options that are available in the line. In addition, they can watch a video of the production process on a TV screen set up amongst the many wood dining chair offerings.

Below are some images of how the store displays the BenchMade wood product made in Martinsville and Bassett, Va. and some of the BenchMade upholstery, produced at Bassett’s Newton, N.C., upholstery manufacturing campus.

This is a shot of the solid maple Crossbuck dining set. The live edge 90-inch table retails just over $4,000, which is 30% off original prices.
The Hampton solid maple BenchMade occasional tables are shown with a BenchMade reclining leather sofa that retails at about $6,699 on sale.
The Heritage live edge bed is made with solid maple and features an inset upholstered headboard with nailhead trim. It retails at about $2,975 on sale.
This bureau is part of the solid maple BenchMade Heritage collection
This placard showcases some of the custom hardware options available in the BenchMade lineup.
The Harvest dining set is made of solid white oak. A 108-inch table retails at just over $5,300 on sale. It is shown with solid wood side chairs and upholstered host and hostess chairs. A selection of fabrics is seen on the table top.
Several more dining sets are seen in the design area which showcases a number of fabric, finish and chair options available in the BenchMade line.
This is a closer look at some of the fabrics and finishes available. As seen in the display, there are eight maple finish options shown at left and eight oak options shown at right
This is the 78-inch solid oak Liam dining table, which retails at $2,899 on sale. It is shown with the solid oak framed Samson dining chairs, which have an upholstered seat and back.
This TV screen shows a worker at the Bassett plant assembling a dresser that is part of the solid wood BenchMade line.

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at and at 336-508-4616.

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