Doorman: Building the Next Generation of Herilooms

Doorman: Building the Next Generation of Heirlooms

Photos By: Jacqueline Marque

Slidell native Alex Geriner is making waves in the world of high-end, handcrafted furniture. In early 2025, Doorman will unveil a new furniture collection that intertwines French postmodernism with the haunting beauty of Southern Louisiana’s swamps and bayous. This collection is more than just furniture; it’s a statement of commitment—to craftsmanship, sustainability, and the preservation of a region deeply affected by climate change. Founder Alex Geriner and his team have taken their artisan approach to new heights, creatively repurposing waste materials and employing eco-conscious practices in every piece. From the intricate scrap wood tiles of the Marengo Bed to the coconut-fiber upholstery of the Clouet Ottoman, each item is a testament to innovation and a deep connection to place.

“Our mission has always been to create furniture with meaning,” Geriner explains. “I tell my team all the time, we’re building the next generation of antiques. I want our pieces to outlive all of us. This is our legacy.”

The roots of Doorman trace back to 2008, when Geriner moved to New Orleans after studying journalism at Southern Miss with dreams of writing for National Geographic. But fate—and Hurricane Katrina—had other plans. Salvaging old doors from the storm’s aftermath, Geriner began crafting them into headboards, which he sold on Etsy. His creative venture ran parallel to his day job in advertising at Peter Mayer, where he managed campaigns and honed his marketing skills.

“I was working at Peter Mayer and making furniture on the side,” Geriner recalls. “And that really allowed me to hone in on marketing and communications. So between my marketing background and love of design, love of building, and love of creating art, it turned into this flourishing company where I get to use all my different passions.”

By 2015, Geriner was ready to move beyond the Katrina narrative. “Everyone was tired of talking about Katrina,” he says. “It was time to grow beyond that and focus on design.” This pivot to high-end furniture wasn’t without its challenges, but the result is a brand that resonates with discerning clients across the country. Today, most of the furniture goes up the east coast and to Texas, California, Pacific Northwest. Doorman’s refined organic aesthetic appeals to affluent markets in Aspen, Jackson Hole, Big Sky, Boseman, Cayman Islands, the Bahamas and beyond.

The operation remains proudly rooted in New Orleans, with all production taking place in his workshop in Algiers. Inside, the workshop hums with purpose. Ten employees move around the space in a coordinated shuffle, cutting, sanding, staining, and assembling. Investments in advanced machinery have streamlined the process, reducing production time significantly. What once took 10 hours of hand-sanding can now be completed in a fraction of the time, allowing the team to produce more pieces and continue growing while still focusing on the intricate details that set Doorman’s pieces apart.

Set just outside the workshop, pieces like the Amelia Pedestal await their final touches. Solid wood carved into elegant forms speaks to the craftsmanship at the heart of Doorman. Geriner’s commitment to local sourcing extends beyond the wood itself—even the delivery process is handled by local drivers who provide white-glove service across the country.

“If there’s a problem, they can touch it up or fix it on the spot,” Geriner notes. “Everything about what we do is as local as possible.”

This dedication to quality and locality resonates with customers who crave more than mass-produced furniture. As a culture, there was a time when throwaway, fast-fashion furniture dominated the market. But in Louisiana, the appreciation for fine furniture—pieces with a story and legacy—has always been a part of our culture. Today, that sentiment is once again spreading across the country as people increasingly seek out handmade furniture built to last for generations. This shift aligns perfectly with Doorman’s philosophy and commitment to creating enduring, meaningful pieces.

Doorman’s creations are designed to become the heirlooms of tomorrow, pieces with a story and a provenance that future generations will treasure. Whether it’s the Marengo Bed, the Basin Barstool, or the Teche Dining Table, each item reflects the brand’s ethos: sustainability, craftsmanship, and a connection to the culture and materials of the South.

While Doorman’s reach extends nationwide, Geriner remains deeply tied to his roots in Slidell and the Gulf Coast. “This is home,” he says simply. It’s a sentiment that permeates the entire operation. From the reclaimed wood that formed the foundation of their early pieces to the drivers delivering furniture to far-flung locales, Doorman’s identity is unmistakably Southern.

As the new collection prepares to launch, Geriner and his team look to the future with optimism and purpose. “We’re excited to share this new line,” he says. “It’s inspired by the places we love and the values we hold dear. It’s a celebration of sustainability and creativity, and we hope it resonates with people who appreciate furniture that’s as meaningful as it is beautiful.”

In a world increasingly defined by disposability, Doorman serves as a symbol of enduring quality and thoughtful design. Each piece tells a story—of the craftsmen who built it, the materials that shaped it, and the lasting impression it will leave behind.As Geriner puts it, “We’re not just making furniture; we’re making a legacy.”