How Kellex’s design-to-install model is transforming American furniture manufacturing
Established with a vision to craft exceptional furniture and provide positive employment opportunities for local people, Kellex has grown from humble beginnings over the last thirty years, and continues to expand across North Carolina, Ohio, and Mississippi. Today, Kellex stands as one of the largest family-owned American furniture manufacturers, recognized across the industry for its craftsmanship, reliability, and commitment to doing things the right way.
“When I think back to where Kellex started it still amazes me,” opens Founder and President, Chris Rice. “We began in Norwalk, Ohio, with just three of us working above a garage, and our commitment to people and partnership has shaped every step of our growth. We opened our first corporate office in North Ridgeville, then expanded our sales presence to Duluth, Georgia, before ultimately moving to Hickory, North Carolina, where we’re still deeply rooted today. A major milestone was acquiring Hickory Hill Furniture’s 355,000-square-foot facility in Valdese, North Carolina, complete with a sawmill and full frame and upholstery operations. Later, we added our 97,000-square-foot manufacturing plant in Tupelo, Mississippi, which strengthened our ability to serve customers quickly and at scale.”
Kellex focuses on creating high-quality, American-made furniture specifically for the hospitality and senior living industries. “Our product range is broad by design, from lounge chairs and sofas to sleepers, dining seating, modular pieces, and fully custom solutions,” Chris explains. “What really sets us apart is that we’re not just building furniture; we’re building partnerships. We control so much of our manufacturing, with an in-house sawmill, frame shop, and upholstery operation, meaning we can tailor products to the exact needs of our customers, whether that’s a boutique hotel looking for a signature piece or a senior living community needing furniture that blends comfort, safety, and durability. Beyond products themselves, we also provide design support, project customization, and a level of responsiveness that only a family-owned, domestic manufacturer can deliver.
“Our design-to-install model starts with our in-house design team, which is made up of seasoned designers who understand the markets, as well as construction and manufacturing. From there, our vertically integrated manufacturing, combined with trusted domestic partners, allows us to maintain strong quality control and consistent lead times while remaining flexible for unique requirements. By managing the final steps with our dedicated logistics team, we support customers all the way through the project.”
Kellex’s approach to product development is rooted in listening – to its customers, to the market, and to the ways in which furniture is used in the hospitality and senior living environments of which it serves. “Innovation starts with gathering insights about what works, what doesn’t work, and what’s missing from the market,” Chris confirms. “We’re always studying new construction methods, materials, ergonomics, and long-term durability to ensure every idea has a strong foundation. Due to our vertical integration, we can quickly prototype and test new concepts in real-time and refine them based on performance. It’s the balance of design thinking, engineering insight, and real-world application that drives innovation at Kellex.
“We prioritize long-term client relationships in everything we do, but it also helps us with collaborative innovation. One of the most pivotal partnerships, for instance, is with Travel + Leisure Co., particularly in the development of the Zen Sleeper. Wyndham challenged us with a specific need to create a sleeper that truly supports the vacation ownership experience – something that feels like home, without compromises. Rethinking everything we knew about sleeper construction, we collaborated with Wyndham’s team to create a system that delivers genuine sleep experience and comfort while meeting the durability and serviceability standards required in hospitality. The Zen Sleeper has since become a benchmark product for us, standing as a great example of how long-term collaboration can lead to truly meaningful innovation.”
Following discussion of Kellex’s approach to innovation and long-term partnerships, Chris is keen to share details about the next generation of the sleeper line, the Zen Elite. “The new Zen Elite model builds on everything we learned from the original Zen but elevates it even further,” he says. “We’ve refined the comfort system, enhanced the mechanism for an even smoother user experience, and incorporated new design details that make it feel more residential while still meeting the demands of hospitality. The Zen Elite is really the evolution of what began years ago with Wyndham’s challenge to create a sleeper that offers an at-home sleep experience. It’s a project we’re extremely proud of and although we’ll share more details when we can, we think it will set new standards in its category.”
30th Anniversary
Having celebrated its 30th anniversary in 2024, we ask Chris for his reflections on three decades of success. “Kellex is a company built on trust, humility, and shared purpose, where longevity comes as a byproduct,” he states. “At the same time, we’ve never been afraid to evolve and adapt, whether it’s expanding our manufacturing footprint, investing in new product innovation, or refining our customer-centered approach. 30 years in business doesn’t happen without loyal customers, trusted partners, and a team of people who show up every day with pride in what they do. While we’re excited about where Kellex is going, we’re equally committed to staying grounded in the values that got us where we are today.”
To close our conversation, Chris summarizes his thoughts on what’s next for the business. “Our priorities remain centered on strengthening the things that set Kellex apart to strengthen who we are, elevate what we offer, and ensure our customers feel the difference every step of the way,” he states. “We’re doubling down on our customer-centered approach, ensuring our new marketing direction, the ‘seamless journey’ mindset, and our design-to-install models are fully aligned across every part of the company. We’re also evolving our product range. With the upcoming launch of the Zen Elite, we’re building momentum in our sleeper category, and we want to expand that innovation across both hospitality and senior living.
“Operationally, we’re focusing on maintaining consistent lead times, deepening relationships with our domestic partner, and investing in our factories. From a cultural perspective, people remain front and center, and we’ll continue to nurture the principles of servant leadership, open communication, and the belief that we’re one family working towards a shared purpose.
“Further afield, my hope is that Kellex continues to grow while staying true to who we are,” Chris concludes. “We’ll continue to strengthen our presence in core markets but also deepen our relationships and expand in areas where our capabilities align. What’s most important is that we continue to innovate, invest in our people, and protect the culture that’s carried us this far. Expansion is on the horizon, but not for the sake of being bigger, but rather being more intentional and responsive to what the market is demanding.”
As Kellex looks toward its next chapter, the company’s trajectory remains focused around purposeful growth, innovation, and an unwavering commitment to people. With three decades of experience and a forward-looking vision for the future, Kellex continues to prove that meaningful progress comes from building trust, investing in craftsmanship, and delivering a truly seamless experience for its partners. Rooted in its values and energized by what’s next, Kellex stands ready to shape the future of furniture for hospitality and senior living, one thoughtfully made piece at a time.