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Sarreid Heads to High Point with Largest Product Launch in A Decade


Sarreid recently announced that Brad Cates, chief executive officer of Sarreid, is set to cap his first two years with the company with its largest product launch in a decade. All of the samples in the newly reimagined showroom this fall will be supported by minimum-order quantities available for immediate shipment from the warehouse here.  

“We’ve been through a lot of change since I joined Sarreid, but the most important has been the complete overhaul of how we go to Market,” the executive says, noting that the launch for the Fall Market will number in excess of 100 new designs. “This is the result of an extremely focused and planned product development cycle that is no longer beholden to the industry’s traditional tradeshow dates.”

According to Cates, he decided at the start of the pandemic to put all of his team’s energy into being an easy resource to work with for retailers and designers. “We partnered with the premier furniture designer in the business to develop new innovative new product, custom finishes and hardware,” he explains, “and then, because we have exclusive relationships with boutique manufacturers around the world, we set about ensuring that everything we offer is easy for retailers and designers to coordinate, mixing and matching products across collections, vendors and countries.”

More importantly, the executive says, “was that we never let up on ordering, making it our mission to maintain an in-stock position by keeping the containers coming and being as transparent as possible on our website with ETAs and availability the moment products are on the water. Indeed, as containers are unloaded here in Wilson, we immediately photograph the products and upload the images to, sending weekly (and sometimes daily) email alerts to our sales representatives. That’s made all the difference in terms of our success this past year.”

With the exception of inventory reserved for the showroom, everything Sarreid is showing in High Point is immediately available for sale. If that wasn’t exciting enough, the company has engaged residential designer Mickey Sharpe to completely reimagine the showroom in home-like vignettes and show-stopping room scenes that invite buyers to peer through windows for a true sense of discovery and exploration.

“Visitors to our showroom will find that we’re pushing further into the whole home realm this Market in the bedroom category, and that our upholstery continues to evolve across all categories. In leather, we’ll be showing several new colorways and styles that harken back to a Mid-Century vibe. We’ve also emphasized product designed with mountain and coastal regions in mind, and as always, we use mixed materials throughout, reflecting our roots as an accessories company,” he relates. 

Additionally, watch for products across the spectrum in Sarreid’s signature sage green finish. Introduced last spring, largely selling out before the showroom’s doors opened, the silvery, gray-green finish plays on the burgeoning biophilic design trend. “As humans we have an inherent need to be close to nature,” Cates says about the color’s popularity. 


About Sarreid Ltd

 Based in Wilson, North Carolina, we have long made it our business to traverse the globe, seeking out master craftspeople to source the extraordinary and one-of-a-kind. Indeed, for more than half a century, tastemakers, designers, builders and architects have turned to Sarreid for the exceptional—starting with the statement-making decorative accessories and objects d’ art upon which our company was built—to our ever-growing collection of luxurious furnishings for projects of every scale. For more information, visit


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