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Writer's pictureJoseph Haecker

The Future of Home Goods is Hyper Local

The Future of Home Goods is Hyper Local


Yesterday, while wandering through a quiet neighborhood in Tulum, Mexico, I stumbled upon something remarkable. There, on the side of the road, was a man crafting furniture. No fancy studio. No big-name brand. Just raw talent, creativity, and a deep connection to his craft. I stopped to admire his work and asked if I could take a photo. He nodded, proud of what he was building.


If you’re wondering where the future of the home goods industry is heading, this is it.


For years, we’ve speculated about what comes next. We thought the era of the craftsman was over. So, we tried to revive it with “makers studios” and fabricated spaces to inspire a new wave of creators. But they didn’t show up. We assumed the younger generation didn’t want to work with their hands and preferred a future buried in tech. We were wrong.


The truth? They don’t want to be pushed through another system. They don’t want to churn out cookie-cutter pieces. They want to create.


I’ve been in this industry long enough to see the cracks forming. Many of my friends—legends who’ve spent 20 or 30 years building iconic brands—are feeling the pressure of the last few years. Instead of adapting, they’re clinging to an old model. Thankfully, a new generation is stepping up, as kids take over their parents’ companies, bringing hope and fresh ideas.


But there’s a hard truth the furniture industry must face: it’s lost touch with the pulse of the market. It doesn’t communicate well internally, let alone with the wider world.


This isn’t a death sentence—it’s a challenge. One that can be fixed. But only if the industry learns to communicate, connect, and embrace community.


In the meantime, the shift we’ve been predicting for over a decade is already happening. Local craftsmen are stepping in, creating innovative designs that meet the unique needs of their markets. They’re agile. They’re connected. And they’re exactly what customers are craving.


The future isn’t about mass production. It’s about hyper-local solutions, authentic craftsmanship, and a real connection to community.


If the industry doesn’t catch up soon, it won’t be the big brands leading the way. It’ll be the man on the side of the road in Tulum, Mexico. And honestly? That’s not such a bad thing.


The question is: will we adapt or be left behind?

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