Hooker Furniture recently announced that Alex Reeves has been named President of the company’s Sam Moore division, a Bedford, Va.-based manufacturer of fashion upholstery specializing in fabric-to-frame customization.
Reeves has served since 2008 as Senior Vice President of Sales and Merchandising for Craftmaster Furniture, a special-order upholstery specialist based in Taylorsville, N.C. Previously, he has served in executive and senior executive positions at Precedent Furniture, Hickory Hill, Leathercraft and Taylorsville Upholstering Company.
“With Alex’s in-depth knowledge of the upholstered furniture industry at all levels of manufacturing, operations, merchandising, marketing and sales, he brings valuable experience to Sam Moore, an understanding of our positioning in the marketplace and good relationships with key accounts,” said Mike Delgatti, president of Hooker Domestic Upholstery and Emerging Channels. “We believe he will help Sam Moore transition into a more robust full-line upholstery resource. In addition, he will fit very well into the company’s culture.”
“I’m honored to join Sam Moore, an iconic American brand,” Reeves said. “The talented Sam Moore team has the experience, skill and enthusiasm to enable us to expand the brand. Our plan is to sharpen selection, simplify our message, streamline direction and focus on speed of delivery to our current and future customers.”
Reeves replaces Frank Richardson, who left the company last fall. He reports to Delgatti and will be based in Bedford, Va.
About Sam Moore: Founded in 1940 and based in Bedford, Va., Sam Moore is an American-made brand specializing in fashion upholstery, fabric-to-frame customization and a variety of exposed wood finishes. From timeless classics to trendy transitional styles, Sam Moore’s range of seating options include upholstered, accent, swivel and reclining chairs, along with sofas, sectionals, settees and ottomans. Sam Moore is a division of Hooker Furniture Corporation (HFC), ranked as one of the top five sources for the U.S. furniture market. Incorporated in 1924 and based in Martinsville, Va., HFC brands include Hooker Furniture and Hooker Upholstery, Home Meridian International, Bradington-Young, Sam Moore Furniture, Pulaski Furniture, Shenandoah Furniture and H Contract and Samuel Lawrence Hospitality.