Alfred Williams and Company is uplifting its people and partnerships with an office face-lift.
Alfred Williams and Company knows that if you build it, they will come.
Returning to its DTR roots in 2011 after a stint on Capital Boulevard, the furnishing and design firm is now doubling down on Downtown with an aim to be ambassadors of the city’s beating heart. “We were founded on Fayetteville Street,” remarks Katherine Thomas, VP of business development & marketing. “This is where we began—and we wanted to be a part of the resurgence.”
Launched a century and a half ago on stationery and books, the industry stalwart went on to add a full range of office furnishings—plus workspace strategy services, interior design and modular construction. Now, reinforcing their commitment to DTR—and upping their game—they recently invested in their Salisbury Street digs with a swanky upfit to benefit exactly who and what has played such a crucial part in that continued success through the years—their people and facilities.
Essentially the not-a-showroom studio transforms the archetypal office into a light-drenched, fluid space that literally demonstrates the company’s products and services in motion. Renovated with three key themes in mind—hospitality, flexibility and choice—all workstations and suites are fabricated from the company’s vision and products.
With space for up to a 200-person meeting, the new setup has ample room to provide hospitality to groups of every size—thus leaning into the local biz’s second theme: flexibility—“not just in the way that we host,” says Market President Montgomery Morris, “but also in the way we service our employees.”
And the devil is in the details—designed with and for employees—from the hidden fridge and cabinets in the kitchen to art depicting the hands of Ed Curtis, who worked at the company for 81 years and taxied to work once he was unable to drive.
In short, the reason Alfred Williams and Company has stood the test of time—and the threat of newer competition—is its ability to attract and retain talent. “People do business with people they know they can trust,” says Thomas, “and it’s about hiring and training a team you can trust so they can deliver.”
And the updated space has brought that vision to fruition. “People of different departments, different teams, sit [here] and having lunch together” says Morris—“that’s exactly why we did this.” Those relationships are going to get stronger; those ties are going to get better; there is going to be more trust between each team and that’s the culture we want to create.” alfredwilliams.com
Form Furniture debuts office products for the future at Interior Elements
By Kelsie Barton
When, where and how we work has transformed drastically in our post-COVID world. (WFH, WFO, WFA… who can keep up?). And no one is more aware of the shift than Jonathan Johnson, CEO and founder of Form Furniture.
“I believe the time is right to offer a new company that is more in step with how office work and design is changing—and, critically, is more in step with the generations and professionals affecting those decisions,” says Johnson. “After working in all sides of the design industry for over 20 years, now is the time to offer something more simple, more authentic, more beautiful and at better prices.”
Enter Form, a line of modern furniture for both home and office that champions effortless style, comfort and truly affordable luxury. Johnson and his team launched the company in fall 2023, partnering with Interior Elements as the exclusive dealer partner throughout most of the Southeast, including Raleigh.
“Raleigh is a huge focus for us as it has such a growing business landscape and thriving community,” Johnson shares. “Not only are we thrilled to work with Interior Elements, but we get to work with their team and their customers all over the South, including both North and South Carolina.”
The collab with the fellow industry leader known for delivering remarkable workplace interiors resulted from Johnson’s hometown connection. “They started in Birmingham, which is where I’m from and worked earlier in my career,” the design pro reveals. “Watching Interior Elements grow and thrive was always inspiring to me.”
When he began developing Form, Johnson wanted to ensure he was not making decisions in a silo, so he called his friends at Interior Elements for their perspective. “Their support and feedback were invaluable to me and naturally turned into a larger conversation for the future of our relationship,” he says.
As expected, that relationship has only continued to blossom. “Our team is excited to work with Jonathan and his team,” adds Merritt Atkins, a Raleigh native who works in market development for Interior Elements. “[Johnson] said, ‘Furniture doesn’t have to be hard’—and he’s right, it should be an enjoyable experience for designers and clients. At Interior Elements, our mission is to provide an exceptional client experience while making a difference in the world around us. Form fits right in with that mission.”
As such, Raleighites can now find Form’s sleek, adaptable high-quality products locally at Interior Elements’ Hillsborough Street locale—think the attractive and oh-so comfortable On Board conference chair, or the Stash cart, which serves as a stunningly simple and spacious storage solution. “I really wanted to include storage pieces in our line that are fresh but familiar—and not too trendy,” says Johnson of the Stash series, his personal favorite. “They are simple, with clean lines, minimal materials and are incredibly versatile. These designs will stand the test of time—and at a great price.”
As Form expands its distribution and business partners across the country (“I’m even in talks with some NC-based manufacturers for our new collections,” hints Johnson), the company will remain on the cutting-edge of workplace design through its philosophy of “furniture made simple.”
As a consumer and designer myself, I want quality, beauty and simplicity at a price I can afford,” he maintains. “Clients and designers who are working in the contract/commercial space want the same thing.”
