John Pryor’s role as a manager at a multibillion-dollar tech company became unbearable.
“I was burning out on the ‘Game of Thrones’ ruthless environment in the Boston tech world. … I was at the end of my rope. If I didn’t make a change, I was probably going to die an early death,” he said.
As an outlet, he started woodworking and crafting pieces for his family’s home, including shelving and cabinetry, a bar, dining room table and outdoor furniture. The handcrafted pieces were a major selling point when the family put their home on the market to relocate to Kansas City. Potential buyers said it looked like a Pinterest home — a compliment at the time, he said.
With his Kansas City-based company, Madison Flitch, Pryor isn't going for Pinterest recognition.
“Our constant goal is to make things that are different, that haven’t been seen before,” he said. “We want to elevate furniture to high art.”
Madison Flitch uses wood from local, urban trees that could come from someone’s backyard, a park or along the street. The company works with local tree service companies and buys wood that otherwise would go to waste. It’s an avenue to create beautiful pieces that reflect and celebrate the local community, Pryor said. Oftentimes, the grain patterns influence the furniture design.
Madison Flitch now is branching out to wood sculptures and other wall art, and hired an artist with a degree in sculpture. Pryor recently earned a master’s certification in woodworking from the Marc Adams School of Woodworking, the largest woodworking school in North America.
Rebranding as furniture art
Pryor said he's faced a challenge in how people view woodworking, especially in the Midwest. People are price sensitive and shy from spending $1,000 on a coffee table. (Pryor’s peers have sold coffee tables for $10,000 to $20,000.)
“Especially in the Midwest, everybody’s grandpa did woodworking, so everybody thinks it’s easy and just a hobby. And that’s just not the case, especially at the level we’re working at. The amount of skill that’s required is quite shocking,” he said.
About two years ago, Madison Flitch rebranded to emphasize its artisan nature and niche in building “furniture art.” The rebrand attracted a different clientele that understands the craftsmanship and is willing to pay more for unique, artful pieces. Pryor now wants to target apartments, hotels and restaurants with larger pieces that carry higher profit margins.
Pivoting during the pandemic
When the Covid-19 pandemic forced nonessential businesses to close to the public, Pryor brainstormed ideas for becoming an essential business. It led to producing thousands of face masks and providing employment to local refugees with sewing prowess. Their skill sets inspired Pryor to experiment with premium leather handbags.
“They just hit home run after home run, concept-wise,” he said. “I just thought, ‘We’ve got something here.’”
Ultimately, it led to launching a second company. Madison Stitch uses leather from a Missouri tannery for products such as earrings, wallets, messenger bags and handbags. One of Madison Stitch’s recent hires is a Kansas State University fashion design grad.
“It’s really an extension of the values at Madison Flitch, where it’s an artisanal platform,” Pryor said. “Our plan is in about five years, we expect Madison Stitch to become a national ecommerce brand.”
