Alex Reeves has been named President of Hooker Furniture’s Sam Moore division, a Bedford, VA-based
manufacturer of fashion upholstery specializing in fabric-to-frame customization.
Reeves has served since 2008 as senior vice president of sales and merchandising for
Craftmaster Furniture, a special-order upholstery specialist based in Taylorsville, NC.
Previously, he served in executive and senior executive positions at Precedent Furniture,
Hickory Hill, Leathercraft and Taylorsville Upholstering Company.
“With Alex’s in-depth knowledge of the upholstered furniture industry at all levels of
manufacturing, operations, merchandising, marketing and sales, he brings valuable experience to
Sam Moore, an understanding of our positioning in the marketplace and good relationships with
key accounts,” says Mike Delgatti, president of Hooker Domestic Upholstery and Emerging
Channels. “We believe he will help Sam Moore transition into a more robust full-line upholstery
resource. In addition, he will fit very well into the company’s culture.”
“I’m honored to join Sam Moore, an iconic American brand,” Reeves said. “The talented Sam
Moore team has the experience, skill and enthusiasm to enable us to expand the brand. Our plan
is to sharpen selection, simplify our message, streamline direction and focus on speed of delivery
to our current and future customers.”
Reeves replaces Frank Richardson, who left the company last fall. He reports to Delgatti and will
be based in Bedford, VA.
Founded in 1940 and based in Bedford, Sam Moore is an American-made brand specializing in fashion upholstery, fabric-to-frame customization and a variety of exposed wood finishes. From classic to transitional styles, Sam Moore’s range of seating options include upholstered, accent, swivel and reclining chairs, along with sofas, sectionals, settees and ottomans.