Meet&CoGOSHEN, Ind. — Fusion Designs, a U.S. manufacturer known for its Amish-made solid-wood furniture, is preparing for a major strategic shift as the landscape of independent furniture retail changes dramatically.
For years, the company built its reputation through small, family-owned furniture stores, where experienced sales teams guided buyers through customization options and nurtured loyal, local customer bases. But according to the company, many of those long-standing retailers have either shut down or are struggling to stay afloat.
“The next generation isn’t taking over the mom-and-pop stores, and we relied on those dealers for decades,” said Norman Schrock, the company’s vice president of sales. “Big box retailers cycle through staff quickly, and keeping product knowledge consistent there is a real challenge.”
Source: https://www.furnituretoday.com/
Broadening distribution & embracing technology
In response to its shrinking small-retailer network, Fusion Designs is expanding its private-label programs for national chains while actively pursuing new channels. The brand plans to strengthen ties with interior designers and enter the hospitality sector—an area heavily reliant on imported products and, as Schrock notes, ripe for growth in domestically crafted furniture.
Another major push is digital innovation. Fusion Designs is rolling out modern e-commerce tools to align with shifting buyer expectations.
“With AI and the evolution of online shopping, e-commerce integration is unavoidable,” Schrock said. “We’re upgrading our website with tools that many leading companies already use.”
A key part of the upgrade is an online configurator that will allow customers to design furniture from home, choosing silhouettes, finishes, and colors and seeing changes instantly. The company expects the tool to go live early next year.
Amish roots, evolving capabilities
Fusion Designs traces its origins to 1995, when founder Noah Bontrager turned his personal woodworking hobby into a full-time business. What began as building unfinished tables grew into a diverse catalog spanning dining, bedroom, occasional pieces, home entertainment, and office furniture.
While deeply rooted in Amish craftsmanship—hand-finishing techniques, mortise-and-tenon joinery, and the use of regionally sourced American hardwood—the company has steadily introduced machinery to increase efficiency.
“Machines now handle tasks like shaping edges, which historically were cut by hand,” Schrock explained. “But sanding is still done by hand. You automate where you must, or you fall behind.”
A major milestone came when West Coast demand surged. Independent representatives in the region approached the company in search of manufacturers capable of shipping to the West. Fusion Designs responded by building a Western distribution strategy in 2008, and by 2012, the region had become one of its strongest markets.
Materials, design direction & product mix
Most of the company’s hardwood comes from suppliers in Ohio, New York, and Pennsylvania. One partner in Ohio coordinates sourcing across multiple regions. Fusion Designs offers seven hardwood choices and 25 paint options, with each order built to specifications—including custom sizing.
“We’ve phased out certain woods over the years due to rising costs or limited availability,” said Schrock, noting the shift away from red oak in favor of more natural, earthy tones.
Design work is primarily handled in-house, though the company collaborates with outside designers to stay on-trend. Despite its Amish heritage, Fusion Designs actively embraces contemporary and transitional styles, backed by both internal and external creative input.
Dining furniture accounts for roughly 60% of sales, followed by bedroom pieces at about 35%. The remainder comes from the living room and entertainment categories. Chairs, particularly those with steam-bent backs and contoured seats, are standout sellers.
The company provides six price tiers, with higher levels offering greater customization. Entry-level dining sets—such as a table with four chairs—start around $2,200, while premium configurations with thicker tops and upgraded chair designs can range from $5,000 to $10,000.
Showroom presence & distribution infrastructure
Visibility remains essential to reaching customers across price points. Fusion Designs maintains a 1,200-square-foot showroom in Indiana showcasing finishes, samples, and customization options. It also operates showrooms at both the High Point and Las Vegas markets.
“We expanded our Las Vegas space because much of our customer base is out West,” Schrock said. “We left High Point for a while, but later returned. If the right space opens up, we might enlarge our High Point showroom again.”
The company manages national distribution from a single 40,000-square-foot warehouse near its Goshen manufacturing facility. Because every piece is built to order, the warehouse holds a sizable stock of wood and finishing materials, ensuring one centralized facility is sufficient for operations.
