Dallas-Based American Leather Holdings Rebrands as Artisant Lane, Announces New EVP and Division President » Dallas Innovates


American Leather Holdings LLC has changed its name to Artisant Lane, recognizing the individuality of its brands as well the company’s mission to bring innovation in comfort, style, quality, value, and speed to the furniture industry.

“The vision is to build a platform of distinctive brands which deliver an exceptional customer experience—leveraging a multi-brand strategy built on best-in-class operations, along with the capabilities and best practices of the combined organization,” CEO Brian Golden said in a statement. “Artisant Lane signals a renewed commitment to the success of our brands, employees, and customers.”

The Dallas-based holding company serves as the corporate umbrella that oversees American Leather, BenchMade Modern, Brookline Furniture, and LEE Industries—a portfolio of furniture manufacturers that spans the residential, commercial, hospitality, rental, and vacation markets.

Four unique brands targeting different markets 

Bryson Comfort Sleeper in Sunbrella Loft Pebble. [Photo: Artisant Lane]

Artisant Lane said its brands all share values of craftsmanship, quality, style, and customer service.

The company manufacturers all of its products in the United States, and the brands collectively employ more than 1,300 people. Artisant Lane said it leverages the capabilities, scale, and best practices of the combined organization, while also emphasizing what makes each brand unique.

American Leather, based in Dallas, specializes in made-to-order, premium leather and fabric furniture, ready in three weeks or less.

With production facilities in Conover and Newton, N.C., LEE Industries makes custom upholstery for high-end retailers and interior design showrooms.

Brookline Furniture is based in Archdale, N.C., and makes upholstered seating for the hospitality industry.

BenchMade Modern is an online, direct-to-consumer producer and retailer of premium furniture.

Leadership changes

Dan Campbell has joined newly renamed Artisant Lane as EVP of market development at Artisant and president of BenchMade Modern. [Photo: Artisant Lane]

The company said that in the first year under Golden’s leadership, it has focused on elevating the customer experience through a better articulation of what makes each brand unique. At the same time, there has been significant emphasis on supporting each of the businesses with the introduction of Centers of Excellence in operations, digital marketing, IT infrastructure, and supply chain management.

Artisant also announced Dan Campbell has joined the leadership team as EVP of business development and president of BenchMade Modern.

Most recently, Campbell was VP of sales and business development for Holly Hunt, a division of MillerKnoll.

“We’re extremely excited to have Dan join our team. Adding someone of his caliber will serve a critical role as we broaden and refine our product lines, ultimately strengthening our business and further fueling our growth,” Golden said.

Since early 2022, Artisant Lane has undergone a shift in leadership that has included several key appointments:

  • Brian Golden, CEO of Artisant Lane and American Leather as of May 2022.
  • Phil Milazzo, COO of Artisant Lane as of May 2022.
  • Gerry Maters, CFO of Artisant Lane as of November 2022.
  • Dan Campbell, EVP, Market Development of Artisant Lane, and President of BenchMade Modern as of March 2023.
  • Veronica Schnitzius, president of American Leather as of May 2022, previously serving as COO of Artisant Lane.
  • Russell Towner, president of LEE Industries/Brookline Furniture as of May 2022, previously serving as President of LEE.
  • Justin Emig, VP, e-Commerce of Artisant Lane as of June 2022.
  • John McIntosh, VP, Hospitality of American Leather as of October 2022.
  • Guillermo Mascarell, VP, technology of Artisant Lane as of February 2022.

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