How a company from the gilded age could be the future of US manufacturing

Key Points

  • Steinway & Sons thrives in US manufacturing by focusing on high-quality, handcrafted pianos rather than mass production, allowing them to charge premium prices ($90,000 to $200,000 per piano).
  • The company employs a small, skilled workforce of about 200 in Queens, New York, using domestically sourced materials, which minimizes the impact of tariffs from trade wars.
  • Despite challenges like potential shortages of Sitka spruce and the need for specialized labor, Steinway remains committed to its historic Astoria factory, in operation since 1873.
  • Steinway's focus on quality and innovation helps it survive high US manufacturing costs and strict regulations, setting it apart from competitors forced to compete on price.

Summary

Steinway & Sons, a 150-year-old piano manufacturer based in Queens, New York, stands as a rare success in US manufacturing amidst challenges like high costs and trade wars. Employing around 200 skilled craftsmen, including 30-year veteran Bernard Craddock, the company handcrafts world-class pianos priced between $90,000 and $200,000. Unlike mass producers, Steinway focuses on quality and innovation, using domestically sourced materials to mitigate tariff impacts from policies like those under President Trump. This approach allows them to maintain premium pricing for high-end markets, such as concert performers. Despite broader US manufacturing job losses (42,000 since April) due to tariff uncertainties, Steinway remains unaffected, taking 11 months to build each piano with meticulous care. Challenges persist, including potential shortages of Sitka spruce from Alaska and the need for specialized labor, but CEO Ben Steiner emphasizes the irreplaceable skills of their workforce as a reason to stay in Astoria. Steinway’s legacy and commitment to craftsmanship, dating back to 1873 with only brief pauses during the Great Depression and World War II, ensure its continued operation in New York City, defying trends of outsourcing and automation that have reshaped American manufacturing.

CNN
October 18, 2025
Stocks
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