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From Home Furnishing Business
ISFD & HPxD Host Expert Panel at HPMKT "That Costs What!? Why??”
March 16,
2025 by Karen Parrish in Business Strategy, Industry 
On April 27, at 1 pm, in the ANDMORE Seminar Room on the top floor of Suites at Market Square, an expert panel hosted by The International Society of Furniture Designers (ISFD) and High Point x Design (HPxD) will answer the question that is often a customer's main concern: That Costs What!? Why?? Understanding and Communicating the Value of Home Furnishings. Leaders representing nine major furniture brands that build to different value propositions and price levels will join two professional furniture designers and a residential interior designer to show you how to answer this most important question.
“This panel is a group of industry all-stars whose expertise extends from crafting a brand's value proposition to designing furnishings to fit that strategy to monitoring the manufacturing process so that each piece fulfills its brand's promise,” stated ISFD executive director, David Blair. “Their discussion will give you a unique opportunity to understand and explain all of the elements of value in home furnishings."
Sharing their expertise are Alex Shuford, CEO, RHF, Inc., President Century Furniture; Maurishka Pinedo, President, Cisco Home; Sean O’Connor, President, Universal Furniture; Dudley Moore, Co-owner, Otto & Moore; Taylor West, Partner, West Design Group; Kate McKee, Lead Residential Designer, Barbour Spangle Design; Jane Dagmi, Managing Director, HPxD, and Moderated by Cindy Hodnett, BridgeTower Media.
"The most discerning customers have a desire to acquire better products, made with better materials and by more talented makers," said Alex Shuford, CEO, Rock House Farm, Inc. and President of Century Furniture. "We are seeing this across a wide range of product categories. Unfortunately, with home furnishings, the "why" is often hidden from view, which leaves intelligent consumers without the one thing they need, information."
“I would hope our panel conveys not only the various cost factors in producing home furnishings," said Dudley Moore, co-owner of the furniture design firm Otto & Moore, "but also the importance of telling the story of what living in a beautiful environment does for an individual’s happiness and well-being. Additionally, I hope to make the point that value and beauty are available at every price point so that no consumer is left behind in the pursuit of a lovely and functional home.”