Alex Shuford

In this conversation, Alex Shuford, the third-generation CEO of Rock House Designer Brands and Century Furniture, candidly discusses the upheaval in U.S. furniture manufacturing due to tariffs. He reveals how recent policy shifts have created chaos in budgeting and disrupted growth plans for family-run businesses. Shuford highlights the mixed effects of tariffs—offering a short-term boost for domestic production while also risking long-term viability and profit margins. Lastly, he addresses how uncertainty complicates future planning in a shifting economic landscape.