NEWH - Fall 2018 - 48

COVER STORY

Next Generation
Tradition and innovation are at the center of Bernhardt's century-plus family legacy
By Alia Akkam
Photography courtesy of Bernhardt

reverence for tradition-even cousins without the Bernhardt
name have leadership roles at the company-coupled with a
devotion to innovation ("we are always looking at how to grow
best") make it a welcoming rarity.
Customization, a particularly attractive aspect of Bernhardt's
approach, is one example of the brand's forward-thinking
mindset. "We always did private-label products for brands
like Crate and Barrel, Costco, and Macy's," says McKelvey,
so bespoke hospitality solutions were a natural progression.
"It just made sense for us to have people dedicated solely to
guestrooms. If you can draw it on a napkin for us, we can bring
it to life." From sign-off to production to shipping, the entire
process takes approximately 16 weeks.
There is also much in stock for immediate
needs, McKelvey adds, providing the "best of both
worlds. Every six months Bernhardt launches new
products, introducing three or four hundred SKUs.
We 'overbuild' our furniture so it's 100 percent
perfect for hospitality." One creative turning point
for the brand was in 2015 when industrial-meetsrustic collection, the Foundry by Stacy Garcia for
Bernhardt Hospitality, was launched in collaboration
with the New York designer.
One of the newest guestroom favorites, however,
is Profile, a sleek line encompassing upholstered
benches, geometric side tables, beveled glass
mirrors, and voluptuous dressers flaunting flat-cut
walnut veneers, laminated travertine stone, and
gold-finished stainless steel. "Profile is getting a
The third and fourth generations of the Bernhardt family: Alex Bernhardt Sr., William
lot of play," McKelvey points out. "Each piece is
Collett, Anne Bernhardt, Rountree Collett, and Alex Bernhardt Jr.
unique and customers love the color and finish." It
reflects an emphasis on craftsmanship, a more significant shift
This history and sense of family loyalty appealed to Debbie
in hospitality. "We use materials including German nickel and
McKelvey, strategic account manager for Bernhardt Hospitality,
stone, and it's a mix of these different elements that creates
which launched in 2009 to join Bernhardt's residential, contract,
interesting spaces. It's a time when clients are treating cocktail
and interiors realms. Prior to her four years in hospitality,
tables like art pieces."
McKelvey worked with the company for a decade as an outside
rep on the residential side, and she says that Bernhardt's
Corporate mergers are frequent in the hospitality industry,
so there is something especially refreshing about Bernhardt
Furniture Company, which for nearly 130 years has been helmed
by four generations of the same family. Alex Bernhardt, Jr. is the
current CEO and president of the Lenoir, North Carolina-based
business. Before that Alex Sr., now chairman, ran the day-to-day
operations, while his wife Anne initiated the Bernhardt Design
and Textile division 37 years ago. Alex, Sr. took the reins from
his own father, John Christian. John Christian was the son of
John Mathias, a visionary logger and timber cutter who saw the
potential of the wood he worked with daily and decided to start
manufacturing oak furniture in 1889.

48 www.newh.org


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Table of Contents for the Digital Edition of NEWH - Fall 2018

NEWH - Fall 2018
Contents
Guest Perspective
Who’s Who
News
Conference Roundup
Have You Seen?
Scholarships
Sustainability
Premium Business Members
Q&A Alex Jones
Q&A Kacey Sharp
Q&A Ron McDaniel
Cover Story: Next Generation
PROJECT: Detroit Foundation Hotel
PROJECT: Sugarcane
PROJECT: Hotel Leveque
Chapter Highlights
Save the Date
New Members
Partner Profiles
Ad Index
NEWH - Fall 2018 - NEWH - Fall 2018
NEWH - Fall 2018 - Cover2
NEWH - Fall 2018 - Contents
NEWH - Fall 2018 - Guest Perspective
NEWH - Fall 2018 - 5
NEWH - Fall 2018 - Who’s Who
NEWH - Fall 2018 - 7
NEWH - Fall 2018 - 8
NEWH - Fall 2018 - 9
NEWH - Fall 2018 - 10
NEWH - Fall 2018 - 11
NEWH - Fall 2018 - 12
NEWH - Fall 2018 - 13
NEWH - Fall 2018 - 14
NEWH - Fall 2018 - 15
NEWH - Fall 2018 - 16
NEWH - Fall 2018 - 17
NEWH - Fall 2018 - News
NEWH - Fall 2018 - 19
NEWH - Fall 2018 - Conference Roundup
NEWH - Fall 2018 - 21
NEWH - Fall 2018 - Have You Seen?
NEWH - Fall 2018 - 23
NEWH - Fall 2018 - 24
NEWH - Fall 2018 - 25
NEWH - Fall 2018 - 26
NEWH - Fall 2018 - 27
NEWH - Fall 2018 - 28
NEWH - Fall 2018 - 29
NEWH - Fall 2018 - Scholarships
NEWH - Fall 2018 - 31
NEWH - Fall 2018 - Sustainability
NEWH - Fall 2018 - 33
NEWH - Fall 2018 - Premium Business Members
NEWH - Fall 2018 - 35
NEWH - Fall 2018 - 36
NEWH - Fall 2018 - 37
NEWH - Fall 2018 - 38
NEWH - Fall 2018 - 39
NEWH - Fall 2018 - 40
NEWH - Fall 2018 - 41
NEWH - Fall 2018 - Q&A Alex Jones
NEWH - Fall 2018 - 43
NEWH - Fall 2018 - Q&A Kacey Sharp
NEWH - Fall 2018 - 45
NEWH - Fall 2018 - Q&A Ron McDaniel
NEWH - Fall 2018 - 47
NEWH - Fall 2018 - Cover Story: Next Generation
NEWH - Fall 2018 - 49
NEWH - Fall 2018 - 50
NEWH - Fall 2018 - 51
NEWH - Fall 2018 - PROJECT: Detroit Foundation Hotel
NEWH - Fall 2018 - 53
NEWH - Fall 2018 - 54
NEWH - Fall 2018 - 55
NEWH - Fall 2018 - PROJECT: Sugarcane
NEWH - Fall 2018 - 57
NEWH - Fall 2018 - 58
NEWH - Fall 2018 - 59
NEWH - Fall 2018 - PROJECT: Hotel Leveque
NEWH - Fall 2018 - 61
NEWH - Fall 2018 - 62
NEWH - Fall 2018 - 63
NEWH - Fall 2018 - Chapter Highlights
NEWH - Fall 2018 - 65
NEWH - Fall 2018 - 66
NEWH - Fall 2018 - 67
NEWH - Fall 2018 - 68
NEWH - Fall 2018 - 69
NEWH - Fall 2018 - 70
NEWH - Fall 2018 - 71
NEWH - Fall 2018 - 72
NEWH - Fall 2018 - 73
NEWH - Fall 2018 - 74
NEWH - Fall 2018 - 75
NEWH - Fall 2018 - 76
NEWH - Fall 2018 - 77
NEWH - Fall 2018 - Save the Date
NEWH - Fall 2018 - 79
NEWH - Fall 2018 - 80
NEWH - Fall 2018 - 81
NEWH - Fall 2018 - New Members
NEWH - Fall 2018 - 83
NEWH - Fall 2018 - 84
NEWH - Fall 2018 - 85
NEWH - Fall 2018 - 86
NEWH - Fall 2018 - 87
NEWH - Fall 2018 - 88
NEWH - Fall 2018 - 89
NEWH - Fall 2018 - 90
NEWH - Fall 2018 - 91
NEWH - Fall 2018 - 92
NEWH - Fall 2018 - 93
NEWH - Fall 2018 - 94
NEWH - Fall 2018 - 95
NEWH - Fall 2018 - Ad Index
NEWH - Fall 2018 - 97
NEWH - Fall 2018 - 98
NEWH - Fall 2018 - Cover3
NEWH - Fall 2018 - Cover4
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