HF Custom launches Quick Ship Program

HF Custom's bespoke Seating Sooner, Sectional.

Photo By HF Custom

BEDFORD, Va. — HF Custom, a line from Hooker Furnishings, has developed Bespoke Seating Sooner, a quick ship upholstery program with a four-week lead time. The program includes select upholstery options from the company’s Loft Living collection, offering expedited, fashion-forward styles with semi-custom design options for customers who need an even quicker turnaround.

Pieces include sofas, loveseats, chairs, ottomans, sectionals, and recliners that can be personalized in a curated selection of body and pillow fabric options. Additional personalization options include several arm styles as well as a choice of two-over-two or three-over-three sofa silhouettes.

“Our Bedford, Virginia manufacturing facility specializes in fully customizable upholstery, but we also recognize that some consumers may need an even quicker turnaround than our industry-leading custom seating delivery time,” said Sandi Mowry, senior vice president of sales and merchandising for HF Custom. “Bespoke Seating Sooner was developed because of a growing consumer trend – and sometimes even an expectation – of ‘instant gratification.’
“Across a variety of industries, higher-end brands are offering semi-customization programs that fulfill a shorter lead time, yet still offer some element of personalization,” she added. “In developing our program, it was extremely important for us to offer quick ship options without sacrificing style.”

Sofas, loveseats, sectionals, and matching stationary and swivel chairs are available with a choice of three arm styles: a sloped track arm, a scoop arm, and a classic track arm. Fabric options include four performance body cloth colorways and a choice of 12 curated fashion-forward pillow fabrics. Matching stationary ottomans are also part of the program.

Manual recliners are also available, in a choice of five arm styles: a sloped track arm, a scoop arm, a round arm, a modern banded track arm, and a classic track arm. Recliners are available in a curated selection of nine performance fabrics in a variety of solids and patterns. 

Highlights of some of the styles available in the Bespoke Seating Sooner program include:

  • Daxton Sofa – Featuring a contemporary track arm, the Daxton sofa has clean lines that offer a minimalist look without sacrificing comfort. 
  • Darrien Sectional - Transitional, swept back track arms characterize Darrien, a versatile seating option with refined scaling. Designed for smaller spaces, its transitional style can easily make its way into a variety of spaces.
  • Danae Recliner – Characterized by its graciously curved rolled arms, Danae offers a classic aesthetic that invites you to sit and stay a while. Designed for smaller living areas where space is considered a premium, Danae delivers form and function in a sophisticated silhouette that is always in style.
  • Each piece comes standard with a box border back, modern recessed legs, and HF Custom’s Classic Comfort Cushion – a high-resiliency foam cushion encased with down proof ticking. 

Products will begin shipping in mid-July. The company plans to support the program at retail with waterfall fabric swatches and a digital lookbook. 

Headquartered in Martinsville, VA, Hooker Furnishings is ranked among the nation's largest publicly traded furniture sources and encompasses 12 operating businesses. The FDMC 300 company ranked #27 on the list with $593.6 million in sales.

These brands include Hooker Furniture, Bradington-Young, HF Custom, Shenandoah Furniture, H Contract, M, Pulaski Furniture, Samuel Lawrence Furniture, Prime Resource International, Samuel Lawrence Hospitality, and Sunset West.  Hooker Furnishings Corporation's corporate offices and upholstery manufacturing facilities are located throughout Virginia and North Carolina, and the company has showrooms in High Point, North Carolina, Las Vegas, Nevada, and Ho Chi Minh City, Vietnam. Hooker Furnishings operates distribution centers in the United States, China, and Vietnam. 


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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).