New Players Reshape Expectations in the U.S. Furniture Market

NEW YORK, Sept. 24, 2025 /PRNewswire/ -- As the U.S. home furnishings market continues to evolve, newer brands are working to meet consumer demand for both distinctive design and reliable service. HERNEST, a design-focused furniture company, has recently updated its brand identity and operating practices to emphasize craftsmanship, sustainability, and what it describes as "accessible luxury."

Founded with an emphasis on natural aesthetics and practical design, HERNEST has not been without challenges in its early years. Some customers voiced concerns online about inconsistent product quality. Over the past two years, however, the brand has invested in upgrading materials, refining its design processes, and strengthening quality control. These efforts have contributed to improved customer sentiment, with more favorable reviews now appearing on platforms such as Reddit and Trustpilot.

As part of its brand refresh, HERNEST introduced a new logo inspired by traditional mortise-and-tenon joinery and clarified its name, a combination of "her" and "nest," intended to reflect warmth, inclusivity, and home. Its collections integrate natural textures with modern-retro influences, offering furniture designed to fit both aesthetic and functional needs in a variety of living spaces.

Sustainability is another stated priority. All wood products currently meet CARB Phase 2 standards, while finishes comply with CPSIA and use water-based resins. The brand has announced plans to pursue FSC certification across its main product categories in the coming years.

Beyond products, HERNEST is expanding its customer-facing presence. The company has opened showrooms in Los Angeles and Seattle, with additional locations planned in major U.S. cities. These spaces, alongside regular open house events, allow customers to experience the brand's collections in person.

Service improvements have also been a focus. HERNEST has expanded its customer support and logistics teams, while introducing white-glove delivery options. This service brings fully assembled furniture directly into customers' homes, aiming to reduce friction in the purchasing process.

Industry observers note that HERNEST's development reflects broader shifts in the furniture market, where consumers are increasingly seeking well-designed, responsibly produced products delivered with a higher level of service.

About HERNEST

HERNEST designs and produces furniture and home decor using natural materials, traditional craftsmanship, and modern-retro aesthetics. Operating primarily in the United States, the brand offers home furnishings that balance design, functionality, and cost-to-value pricing.

SOURCE HERNEST