Sherrill Manufacturing
| Company type | Private |
|---|---|
| Industry | Flatware manufacturing |
| Founded | 2005 |
| Founder | Matt Roberts, Gregory Owens |
| Headquarters | Sherrill , United States |
Area served | United States |
Key people | Gregory Owens (CEO), Matt Roberts (President) |
| Products | Flatware, household items (Liberty Tabletop brand) |
Number of employees | 42 (2014) |
| Website | www |
Sherrill Manufacturing, Inc. (SMI), operating under the trade name Liberty Tabletop, is a producer of flatware headquartered in Sherrill, New York. Established in 2005 by Matt Roberts and Gregory Owens, the company acquired the factory and equipment from Oneida Limited after its closure, focusing on manufacturing flatware and household items marketed through the Liberty Tabletop label.
History
The city of Sherrill was once home to Oneida Limited, which held the title as the largest flatware manufacturer worldwide. Facing intense competition from Asian manufacturers offering lower costs, Oneida shifted production abroad in 2004 and shuttered its Sherrill facility, leading to significant job losses. Former executives Owens and Roberts purchased the plant for $1 million and reopened it as Sherrill Manufacturing in 2005 with a reduced staff. Owens took on the role of CEO while Roberts became president.
At first, SMI produced silver flatware solely for Oneida under a contractual agreement that was extended in 2008 to include manufacturing for additional clients. The economic recession caused sales to decline by over half, and by the time the contract ended in 2010, SMI was confronting serious financial difficulties.
In late 2010, the company filed for Chapter 11 bankruptcy protection, temporarily suspending production. Following workforce reductions to six employees, liquidation of surplus assets, and a leaseback arrangement on part of its facility, SMI restructured and reemerged in November 2013 with a new strategy centered on direct-to-consumer sales of flatware under the Liberty Tabletop brand. By 2014, it had moved government and contract manufacturing operations back from Mexico to Sherrill, increasing its employee count to 42 and adopting daily production cycles.
By 2015, SMI had expanded its workforce fourfold and planned additional recruitment. Its product offerings include lines such as SMI USA, Sherrill Home, Sherrill Heritage, and Sherrill Lux—all manufactured at the Sherrill site.
Utilizing an online direct sales approach allows SMI to provide competitively priced products by eliminating traditional retail markups. Liberty Tabletop merchandise is available through Amazon, Wayfair, and the company’s website, with online revenue anticipated to reach $2 million.
Annually, the company supplies roughly 500,000 utensils to federal agencies serving U.S. military installations worldwide. A 2016 investigation by the General Services Administration verified Liberty Tabletop as the sole flatware brand truly produced within the United States amid competitors outsourcing abroad.
In May 2016, SMI secured a contract to furnish flatware for the renovated Hotel Syracuse (Marriott Syracuse Downtown).
During the COVID-19 pandemic period, Liberty Tabletop’s sales doubled in 2020 and rose an additional 50% in 2021. As of late 2021, all steel materials are sourced from Western New York, Pittsburgh, and Tennessee regions, with packaging procured locally.
Media appearances
Liberty Tabletop’s flatware was showcased on the Today Show on July 5, 2012, featured among “the hottest housewares made in America.” Chef Kathleen Daelemans mentioned Sherrill’s flatware alongside brands such as Fiesta dinnerware and Method cleaning products.
The History Channel’s March 10, 2010 episode of Modern Marvels titled “Chrome” highlighted SMI as an example of stainless steel flatware manufacturing processes.
SMI was also featured on season 13, episode 11 of Discovery Channel’s How It’s Made, demonstrating their stainless steel flatware production techniques.
On ABC‘s Shark Tank, Coffee Joulies—manufactured by SMI—appeared in the January 11, 2013 episode. Founders David Jackson and Dave Petrillo secured a $150,000 investment during their pitch.
ABC World News’ Made in America series provided guidance on how consumers can identify authentic U.S.-made products.
A New York Times article published in 2015 described how Liberty Tabletop became recognized as the only completely Made-In-USA flatware manufacturer based in Sherrill Manufacturing.