Gordon Brothers Expands Broyhill Portfolio with Three New Licensees

Event summary

  • Gordon Brothers added three new licensees to the Broyhill brand: Living Style, Bedding Industries of America, and Town & Country Living.
  • The expansion is part of Gordon Brothers' asset-light strategy to revitalize the 100-year-old American furniture brand.
  • The new collection will debut at the High Point Furniture Market from April 25-29, 2026.
  • Gordon Brothers acquired Broyhill in early 2025 as part of a joint venture with Hilco Global and Tiger Group.

The big picture

Gordon Brothers' expansion of the Broyhill brand through strategic licensing aligns with its broader strategy of revitalizing iconic brands through partnerships. The move reflects a trend in the asset management industry towards leveraging specialized expertise to enhance brand value without heavy capital investment. The success of this strategy will depend on the ability to integrate the new licensees' offerings seamlessly into Broyhill's existing portfolio.

What we're watching

Market Reception
How the expanded Broyhill portfolio will be received at the High Point Furniture Market and whether it can attract both long-time and new customers.
Licensing Strategy
The effectiveness of Gordon Brothers' asset-light approach in maximizing the value of acquired brands through strategic licensing.
Brand Revival
The pace at which Gordon Brothers can revitalize Broyhill's legacy and establish it as a competitive player in the modern furniture market.