Daily News
From Home Furnishing Business
Bassett Furniture Taps David Sullivan as VP in Hospitality and Commercial Channels
April 1,
2026 by Karen Parrish in Business Strategy, Industry 
Bassett Furniture is planning to expand its footprint in its hospitality and commercial channels by tapping industry veteran David Sullivan as vice president to lead the division. He will build on Bassett’s value proposition and category leadership across the hospitality, senior living, country club and multi-family property sectors.
The opportunity to accelerate within these categories can be attributed to Bassett’s short lead times and wide-ranging custom capabilities, with its domestic production of case goods, seating, and outdoor. This is a “huge advantage in the industry today,” according to Sullivan.
“We have the domestic ability to be a real go-to company with our speed, delivering made-to-order inline products in as little as 3-4 weeks,” he said. “Bassett has invested the time and resources in making this possible for our customers, providing in-stock, made-to-order and custom products domestically, and our team is energized to further grow partnerships throughout the hospitality and commercial industry.”
The company is also introducing a new hospitality and commercial section in its To-the-Trade area on its website, providing easy, direct access for customers. Sullivan plans to further build out these online efforts and overall social media presence.
“With David’s background and demonstrated success in driving revenue growth, his leadership will be important to our team in creating new opportunities in these categories,” said Bassett CEO Rob Spilman. “This division reflects our commitment to customers looking for American-made, quality furnishings across the hospitality and commercial areas. Our operations provide customers with enhanced flexibility, faster fulfillment and competitive pricing, making us the perfect partner.”
Sullivan has more than 25 years of experience in the hospitality and commercial space, having led multiple business and national sales operations for companies such as Flexsteel Industries, Hekman Contract and Charter Furniture. Most recently, Sullivan served as senior vice president of sales with Hooker Furnishings, leading their Samuel Lawrence Hospitality (SLH) business, which specializes in fully custom furniture for luxury 4- and 5-star hotels, and their H Contract business, focusing on senior living, country club and multi-family.
Sullivan resides in Denver, Colorado, with his wife and three children. Outside of work, Sullivan is an avid golfer and a former club professional for the American Golf Corporation. He attended the University of Iowa, where he received his bachelor’s degree in Sociology.