American Leather rebrands as 'furniture collective' Artisant Lane

Photo By American Leather rebrands as Artisant

DALLAS — American Leather Holdings, LLC, has become Artisant Lane. The holding company serves as the corporate umbrella that oversees American Leather, BenchMade Modern, Brookline Furniture, and LEE Industries – a portfolio of furniture manufacturers that spans the residential, commercial, hospitality, rental, and vacation markets. 

The shift to the Artisant Lane name recognizes the individuality of the brands, along with the company’s mission to bring unmatched innovation in comfort, style, quality, value, and speed to the furniture industry. The American Leather company is an FDMC 300 firm, ranking #106 with $89 million in sales.

“The vision is to build a platform of distinctive brands which deliver an exceptional customer experience – leveraging a multi-brand strategy built on best-in-class operations, along with the capabilities and best practices of the combined organization,” said Brian Golden, CEO of Artisant Lane. “Artisant Lane signals a renewed commitment to the success of our brands, employees, and customers.”

The brands of Artisant Lane all share values of craftsmanship, quality, style, and customer service. Manufacturing all of their products in the U.S., the brands collectively employ more than 1,300 people. Artisant Lane leverages the capabilities, scale, and best practices of the combined organization, while also emphasizing what makes each brand unique:

  • American Leather: a leader in made-to-order, premium leather and fabric furniture produced in three weeks or less. Based out of Dallas.
  • LEE Industries: specializes in custom upholstery for interior design showrooms and high-end retailers across North America. The brand’s production facilities are located in Conover and Newton, NC.
  • Brookline Furniture: an established leader in upholstered seating for the hospitality industry, based in Archdale, NC.
  • BenchMade Modern: an online, direct-to-consumer producer and retailer of custom, premium furniture with industry-leading service.

Under Golden’s leadership, the company has focused on elevating the customer experience through a better articulation of what makes each brand unique. At the same time, there has been significant emphasis on supporting each of the businesses with the introduction of Centers of Excellence in operations, digital marketing, IT infrastructure, and supply chain management.

The Company also announced today the addition of Dan Campbell to the executive leadership team, serving as Executive Vice President, Business Development, and President, BenchMade Modern. Most recently, Dan was Vice President, Sales and Business Development for Holly Hunt, a division of MillerKnoll.

“We are extremely excited to have Dan join our team. Adding someone of his caliber will serve a critical role as we broaden and refine our product lines, ultimately strengthening our business and further fueling our growth,” said Golden.

Since early 2022, Artisant Lane has undergone a shift in leadership that has included several key appointments:

  • Brian Golden, CEO of Artisant Lane and American Leather as of May 2022.
  • Phil Milazzo, COO of Artisant Lane as of May 2022.
  • Gerry Maters, CFO of Artisant Lane as of November 2022.
  • Dan Campbell, EVP, Market Development of Artisant Lane, and President of BenchMade Modern as of March 2023.
  • Veronica Schnitzius, President of American Leather as of May 2022, previously serving as COO of Artisant Lane.
  • Russell Towner, President of LEE Industries/Brookline Furniture as of May 2022, previously serving as President of LEE.
  • Justin Emig, Vice President, E-Commerce of Artisant Lane as of June 2022.
  • John McIntosh, Vice President, Hospitality of American Leather as of October 2022.
  • Guillermo Mascarell, Vice President, Technology of Artisant Lane as of February 2022.

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Larry Adams | Editor

Larry Adams is a Chicago-based writer and editor who writes about how things get done. A former wire service and community newspaper reporter, Larry is an award-winning writer with more than three decades of experience. In addition to writing about woodworking, he has covered science, metrology, metalworking, industrial design, quality control, imaging, Swiss and micromanufacturing . He was previously a Tabbie Award winner for his coverage of nano-based coatings technology for the automotive industry. Larry volunteers for the historic preservation group, the Kalo Foundation/Ianelli Studios, and the science-based group, Chicago Council on Science and Technology (C2ST).