What does it look like to steward a family business that started with a man who walked home from a POW camp and opened a general store?
Alex Shuford III is the CEO of Rock House Designer Brands, the family behind Century Furniture, Hickory Chair, Hancock & Moore, and several other pillars of the American furniture industry. The first Alex Shuford survived Gettysburg, walked back to Hickory, North Carolina, and started trading. His grandson may or may not have won a textile company in a poker game. Three generations later, Alex is running one of the largest private furniture companies in the world—debt-free, by design.
Alex talks about growing up pushed away from the family business, buying a struggling fabric store in San Francisco in his 20s, and learning every brutal lesson small business has to teach—writing checks out of his personal account, deciding which vendors got paid that week, laying people off when the dot-com bubble burst. That experience, he says, is why the 2008 collapse didn't break him. He'd already been through it at a smaller, more personal scale.
He walks through the disciplined acquisition playbook that brought Hickory Chair and Hancock & Moore into the fold—always taking on debt, always paying it down aggressively, always staying ready to move when others can't. And he shares how Rock House is thinking about AI not as a threat to their craftspeople, but as a superpower for the humans who answer the phone.
The prepared are often lucky. Alex has been preparing for a long time.
Follow The Market Makers wherever you get your podcasts for more stories of transformation from the people shaping how we live, work, and gather.
What is The Market Makers?
Every creative professional knows the power of a before and after. It’s a classic transformation arc - whether it’s a renovation, glow up, or an old-fashioned make over. But reinvention doesn’t just apply to products or spaces. It also holds true for our lives and our careers. The sketch on the napkin that becomes a collection. The risk that changes everything. The work that turns a brand into a lasting presence.
The Market Makers is a weekly podcast from ANDMORE, home to markets that have been the stage for so many of these transformations. Hosted by CEO, Jon Pertchik, each episode pulls back the curtain on the lives of creative professionals across design, furniture, home, lifestyle and beyond.
From industry icons like Thom Filicia to leaders at heritage brands like Bassett Furniture, guests share the moments that shaped them, not just the before and after, but the process in between.
Whether it’s finding your aesthetic, carving out a niche, scaling a business, or turning a side hustle into a lasting brand, The Market Makers goes beyond the showrooms and into the creative lives of the people shaping how we live, work, and gather.
Follow The Market Makers wherever you get your podcasts for new episodes every week.