Behind the Scenes at the Rowe Furniture Factory: How American-Made Furniture Comes to Life
At Curated, we believe that understanding how furniture is made helps our clients make more confident decisions when investing in their homes. That’s why our team recently traveled to Salem, Virginia, for an exclusive behind-the-scenes tour of Rowe Furniture’s manufacturing facilities.
As a proud Rowe Furniture dealer serving Richmond and Central Virginia, we were thrilled to see firsthand how their custom upholstered furniture is built, from the construction of each hardwood frame to the final details. Touring both the frame factory and the upholstery facility gave us an even greater appreciation for the craftsmanship, quality, and people behind every piece we offer.
American-Made Furniture Built in Virginia
For more than 75 years, Rowe has manufactured high-quality furniture in Virginia, earning a reputation for exceptional craftsmanship and timeless design. Unlike many furniture manufacturers that purchase frames from third-party suppliers, Rowe builds its own kiln-dried hardwood frames in-house, allowing them to maintain strict quality standards throughout the manufacturing process.
Once each frame is complete, it moves to the upholstery facility, where skilled craftspeople carefully add springs, cushioning, fabric, and finishing details. Every sofa, sectional, chair, and ottoman is thoughtfully assembled with comfort, durability, and long-lasting performance in mind.
Because Rowe manufactures its furniture in Virginia, production stays close to home. That means greater oversight, faster lead times than many imported furniture brands, and the satisfaction of investing in furniture made in the USA.
Quality Furniture Built Step by Step
Walking through both facilities gave our new appreciation for the precision behind every piece of Rowe Furniture. Every workstation plays an important role in the production process, with experienced team members carefully inspecting each component for quality before it moves to the next stage.
Jennifer was especially impressed by the attention to detail.
“What impressed me the most about the Rowe tour was the process and how specific and thorough each component of building that furniture is. It was also great to be able to see the finished product (or close to). We don’t typically get to see that part!”
Debbie appreciated seeing Rowe’s complete manufacturing process under one roof.
“It was great to see the start-to-finish process. Most manufacturers get their frames from third-party vendors. It’s nice to know Rowe is the complete package!”
She also noted the company’s strong commitment to employee safety and productivity, values that closely align with Curated’s own philosophy of delivering exceptional products and customer service.
Every piece of Rowe furniture begins with a carefully constructed hardwood frame. During our factory tour, we saw firsthand the precision and craftsmanship that goes into building the foundation of each sofa, sectional, and chair.
Design Inspiration Beyond the Fabric Sample
Beyond learning about construction, the tour also sparked new ideas for helping clients create beautiful spaces.
Debbie found herself inspired by seeing fabrics she wouldn’t normally gravitate toward displayed on finished furniture.
“It opened up more options when showing clients fabrics from Rowe.”
Seeing completed pieces in person offered a fresh perspective on how color, texture, and pattern work together, something that’s difficult to appreciate from fabric samples alone.
Take an Even Closer Look
Want to see even more of our visit to the Rowe Furniture factory? Watch our Instagram Reel for a closer look at Rowe’s innovative manufacturing process, advanced technology, and behind-the-scenes moments our team captured during our visit.
Meeting the Craftspeople Behind Every Piece
One of the highlights of the tour was meeting the people who build the furniture we proudly offer in our showroom.
Cookie reflected on how meaningful it was to experience the manufacturing process firsthand.
“I can’t think of a better way to connect with a product than visiting it in production. Just saying something is ‘made in Virginia’ doesn’t capture the streamlined production and artistry nestled scenically in our mountains.”
She was surprised by how clean, organized, and technologically advanced the facilities were while still relying on the skilled craftsmanship of the people building each piece.
“The upholstery factory was large and filled with real people putting their skilled hands on the pieces we get to offer in our showroom.”
One of her favorite moments was watching a machine compress plush foam and down cushions so they could be inserted into their covers.
“I thought about how handy that would be to have in my daily life!”
She also appreciated how genuinely interested the Rowe team was in hearing feedback from retailers to continue improving their products.
One of the highlights of our Rowe Furniture factory tour was meeting the skilled craftspeople behind the pieces we carry. Our team loved learning about the manufacturing process directly from the people who bring each piece to life.
Bringing That Knowledge Back to Our Clients
The factory tour also gave our team valuable insight into that happens after a customer’s furniture order is placed.
Celia shared that understanding the production process has already helped her better interpret manufacturing reports and provide more informed updates to clients waiting for their custom furniture.
“The field trip really helped me understand the flow of materials through the process. Now when I research client orders, I feel that I can better understand the information provided by Rowe and how it impacts my clients.”
She also enjoyed finally meeting many of the Rowe team members she regularly communicates with.
“Everyone was kind and supportive, and willing to answer my questions!”
Why it Matters
Experiences like this allow us to answer our clients questions with greater confidence, explain what sets American-made furniture apart, and help homeowners choose furniture that’s built to last. Whether you’re selecting a custom sofa, sectional, chair, or ottoman, we can guide you through the process with firsthand knowledge of and confidence in how each piece is constructed.
Seeing Rowe’s commitment to quality, skilled craftsmanship, and continuous improvement only reinforced why we’re proud to offer their furniture in our showroom. From each kiln-dried hardwood frame to the final upholstered piece, every step reflects the care and precision that go into creating furniture designed to be enjoyed for years to come.
We’re so grateful to the Rowe team for welcoming us into their Salem facilities and giving us an inside look at the people, processes and craftsmanship behind every piece. It was a special experience that not only strengthened our partnership with Rowe, but also allows us to better serve every client who walks through our showroom doors.
Visit Curated to Explore Rowe Furniture
If you’re looking for beautifully crafted, American-made furniture that’s built to fit your home and your lifestyle, visit our Richmond showroom to experience Rowe in person. As a trusted Rowe Furniture dealer, we offer a wide selection of customizable sofas, sectionals, chairs, ottomans, and more, available in hundreds of fabric options to suit your style and your home. Our Design Consultants would love to help you find the perfect piece!
Interested in seeing where it all comes together? Keep scrolling to browse our full photo gallery from the Rowe Factory Tour, including behind-the-scenes images of the facilities and the skilled craftspeople who bring every piece to life.
