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.

Alex Shuford, CEO of Rock House Designer Brands, shares insights from his family's 78-year-old furniture company. He discusses how recent tariffs have thrown industry planning into chaos, making budgets and product development unpredictable. Shuford emphasizes the tension between short-term demand boosts for U.S.-made goods and potential long-term harm, especially in a market facing a labor shortage. He also reflects on the nervous atmosphere among peers regarding future demand and the growing challenges in the manufacturing sector.