HILDEBRAN, N.C. — Universal Furniture has opened a new 200,000-square-foot upholstery plant in Burke County, N.C., with a focus on growth and expansion of market share.
The new plant replaces Universal’s former upholstery plant in Conover, N.C., and supports the company’s strategic investments in its North Carolina-based upholstery business.
As a provider of whole-home furniture and décor, Universal has positioned upholstery as a core growth engine and point of differentiation, according to officials. The new facility expands Universal’s made-to-order capabilities and underscores the focus on designer-centric customization, fabric and material innovation, combining craft with operational efficiencies.
“The opening of our upholstery facility in Burke County represents a significant milestone for our company and a meaningful investment in the future of domestic manufacturing,” said Sean O’Connor, president. “Expansions like this have become increasingly rare in the furniture industry, which makes this moment exciting not just for our team, but for the North Carolina community that has long been the heart of our operations.
“We are proud to continue growing here, creating jobs and advancing our custom upholstery capabilities for years to come, including expanded customization options for both retailers and designers.”
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Universal renovated the Burke County upholstery facility with plans for expansion. The company expects to hire 20 to 30 additional employees over the next two years.
“I’m proud to see Universal Furniture continue investing in North Carolina with the opening of its new upholstery facility in Connelly Springs,” said N.C. Senator Thom Tillis. “This expansion reflects our state’s strong business climate and skilled workforce, which continue to drive growth and innovation across our communities. North Carolina has long been a leader in furniture manufacturing, and projects like this reinforce our reputation for quality craftsmanship and industry excellence. I appreciate Universal Furniture’s commitment to our state and look forward to the positive impact this investment will have in Burke County and throughout the region.”
Universal began adding upholstery to its manufacturing mix in 2016 with five imported sofas, under the direction of O’Connor, who was senior vice president of sales at the time. Today, the company offers more than 250 frames in more than 1,000 fabric and leather options, including COM (customer’s own material) to support designer-driven customization.
In addition to stationary living room frames, Universal will support domestically built reclining furniture, sleeper sofas, beds, dining and outdoor from this new facility.
The company’s product line includes imported and domestic lines, offering retailers and designers a comprehensive solution that gives customers flexibility over timing, price point and materials, as well as special-order and customization options.
“We have made some strategic investments over the years in our upholstery business that are yielding significant results for the company and helping us build our reputation as a singular upholstery resource for designers and retailers,” O’Connor said. “The Burke County facility is another example, this time in operational efficiencies and employee wellness, two areas that we know will drive our success even higher.”
Investments in the Hildebran upholstery factory include facility improvements as well as renovations to employee workspaces. Universal expanded its manufacturing technology, adding its second CNC router in the past two years for frame production, along with a third automated cutting machine in the last three years, further strengthening capacity, precision, and scalability for future growth, officials noted.
To support streamlined operations, the company has designed the space with a racetrack layout to improve flow and reduce production bottlenecks. The single-floor layout and segmented workflow ensure seamless transitions throughout manufacturing and easy access to needed supplies, according to officials.
Additionally, the company is now offering a dedicated on-site healthcare suite for employees, including an onsite clinic and access to a registered nurse/physicians assistant twice a week. A Learning Center, modeled after Universal’s High Point showroom, is also part of the new space and allows retailers and designers to learn more about the company and the upholstery process onsite.
To improve efficiency in marketing processes, the facility includes an in-house professional photography studio, which allows for immediate, on-site product assets for marketing and catalogs.
The Hildebran facility is part of a broader Samson Marketing campus that now exceeds 800,000 square feet under one roof, supported by more than 50 acres of additional land. This footprint provides significant opportunity for future expansion and reinforces the company’s long-term commitment to domestic manufacturing, said officials.
“The operating efficiency and ergonomic details, in particular, help us demonstrate how far manufacturing has come in the last few decades and what an advantage that is for our customers and us,” said O’Connor. “This is an exciting time for Universal Furniture, and I feel so fortunate to be able to bring this good news to the industry as we continue to invest in our future and in our community.”
Universal’s new facility is owned by parent company Samson Marketing. Manufacturing at the facility began in March 2026.
Facility Overview & Economic Impact
- Location: 3487 Tex’s Fish Camp Road, Connelly Springs, N.C.
- Facility Size: 200,000 square feet in a building owned by Samson Marketing
- Strategic Move: Relocating from Conover to Hildebran resulted in $1,000,000 in overhead savings while retaining 100% of the existing workforce.
- Future Growth: Renovated with expansion in mind; Universal expects to hire 20-30 additional employees over the next 2 years.
- Production Commenced: 3/1/2026
Operating Efficiency & Ergonomics
The Hildebran facility features a strategic “racetrack” layout to improve flow and reduce production bottlenecks.
- Single-Floor Layout: All departments, from routers and spring-up to cushion stuffing, are consolidated onto a single floor for maximum efficiency.
- Segmented Workflow: The factory is divided into five compartments (A, B, C, D, E) for improved efficiency:
- A = Product Development
- B = Frames/staging
- C = Upholstery production
- D = Shipping
- E = Fabric/cut/sew
- The “Supermarket” Concept: A centralized inventory hub located inside the facility. This replaces a system of scattered supplies, allowing for precise tracking and real-time inventory management.
Universal’s case goods, upholstery, accent and outdoor designs are developed under the brand names Universal Furniture, Miranda Kerr Home and Coastal Living. Founded in 1968, Universal is a brand of Samson Holdings, one of the world’s largest vertically integrated furniture manufacturers.
