A Conversation with Beau Parsons: Looking Ahead

As Old Hickory Furniture enters an exciting new chapter, we sat down with Beau Parsons, President and owner, to talk about leadership, legacy, and what’s ahead for the historic American brand.

When did you acquire Old Hickory Furniture, and what is your role today?

I acquired Old Hickory Furniture in the second quarter of 2025, and I currently serve as President. I’m fully involved in the day-to-day of the business and deeply invested in where we’re heading.

What drew you personally to Old Hickory Furniture, and why did you leave a long career in financial services to lead the company full time?

This question is an emotional one for me.

On October 26, 2023, I was having a completely normal Saturday—mowing the lawn and helping my young kids pack leaves—when I was suddenly overwhelmed by severe abdominal pain. I ended up in the emergency room and was diagnosed with cancer that same day. After months of treatment and surgery, I’ve been fortunate to largely move forward with my life.

When I woke up from surgery, I made some major decisions. I wanted to be the best version of myself and I decided to attack every day with purpose.

Here’s the strange part: the doctors never actually found the source of the pain. Cancer didn’t cause it. I like to think my late grandfather—my Paw Paw—was looking out for me that day. He was a carpenter, and he’s the one who ignited my passion for woodworking as a kid.

I was successful in acquisition financing, but it didn’t drive me. Today, I get to work in a place I love. I can’t wait to wake up and go to work. I work twice as many hours as I did in banking—it’s harder, but it’s infinitely more gratifying.

What priorities are guiding your leadership and vision for Old Hickory?

First and foremost, the customer experience has to match the furniture. It should be iconic and memorable. That means communication that’s enjoyable and accurate. It means being reliable and timely with delivery. And it means offering a product that’s truly unmatched.

Old Hickory has an incredible story, and we’ll always rely on that heritage to differentiate ourselves. But I’m constantly looking for ways to bring that story to life through both experience and product.

We’ve already made significant changes to quality control and upgraded our cushion cores to a luxe material that’s honestly incredible. We continue to evaluate every method and material we use to ensure we’re offering the highest-quality product possible.

What changes should customers and dealers expect now that Old Hickory controls distribution and logistics directly?

Control and common sense. Old Hickory is too valuable a brand not to deal directly with our customers. I’ve always envisioned Old Hickory as a standalone brand with direct ownership of its experience. Our furniture is now incredibly well packaged—maybe too well, honestly. We communicate directly with customers and dealers to determine the best delivery approach, and we’re focused on on-time delivery. It’s about being thoughtful, practical, and reliable at every step.

How do you balance historic designs with new product development?

Our historic pieces will always remain classic and original—just as they were intended in the early 1900s. Strong. Sleek. Timeless. At the same time, collaborations like Max Humphrey’s Lodge Collection have been an incredible category expansion for us. We love working with Max and plan to continue growing that collection, and potentially more.

We’re also introducing subtle evolutions—new cane colors, expanded fabric options, and thoughtful updates that respect the originals without rewriting them. We’ve already begun adding fabrics to our site, with more launching in the first quarter of 2026.

Nassar Development also brings a compelling design vision that we’re actively pursuing for 2026. It’s another natural expansion for the brand, and I’m excited to see where it leads.

What role do partnerships with Max Humphrey, Manitoga, and Nassar play in the brand’s future?

The Manitoga and Russel Wright partnership is especially meaningful. We’re recreating pieces from historic drawings, which makes it a limited but incredibly exciting project.

Max Humphrey brings energy, creativity, and the ability to push us slightly outside our traditional lane—in the best way. His work gives Old Hickory new relevance without losing its soul.

The Nassar Development partnership is similar in that it allows us to explore new expressions of furniture that still make complete sense for the brand. There’s more coming there, but we’re not ready to share everything just yet.

If there’s one message you want the market to take away from this interview, what is it?

Old Hickory has received an injection of energy and passion that I believe outshines the last 50 years. There has never been an owner or president more dedicated to the entire experience—from design to delivery—than I am today. And I’m just getting started.