Green Front CEO brings a customer-first perspective to the global furniture stage with High Point Market
FARMVILLE, Va. (December 19, 2024) – Green Front Furniture President and CEO Richard “Den” Crallé III has been appointed to the High Point Market Authority Board of Directors, underscoring his role as a leader in the home furnishings industry. This honor recognizes Crallé’s expertise in the industry. It also positions him to help shape the future of High Point Market, the international home furnishings trade show. High Point Market has undoubtedly become one of the most influential events in global design and furniture.
As head of Green Front Furniture, Crallé brings a unique perspective to the board. His two-year term beginning in October 2024 reflects a dedication to enhancing the High Point Market experience for everyone from retailers and designers to consumers.
“I’m honored to join the High Point Market Board of Directors,” Crallé said. “This role offers an incredible opportunity to contribute to the evolution of High Point Market, drawing from my experience serving a broad range of customers in mid- to high-end retail. I’m looking forward to working alongside the big players in the furniture industry as well as gaining insight into the design and manufacturing sides of the business.”
Held biannually in High Point, North Carolina, the High Point Market is the epicenter of the home furnishings world. With 75,000 attendees each April and October, it represents a $6.73 billion economic impact and supports more than 42,000 jobs annually. The Board of Directors includes manufacturers, suppliers, designers, local officials and leaders in retail. All are working to ensure the market’s continued relevance and growth.
Innovation at Green Front
Crallé’s appointment follows his recognition as a Top 40 Under 40 honoree by Home Furnishings Business in July 2024. This recognition affirms of Green Front’s leadership in customer-focused innovation. Over the past two years, the company has been restructuring into lifestyle departments, launching Green Front Leather and Green Front Work + Play. This new organization makes it easier for customers to discover pieces that fit their lives seamlessly. The company’s newest department, Green Front Modern, opens this month in Building 15.
“Everyone knows how fast business can change,” Crallé said. “Serving a variety of customer bases has taught me that it’s not just about brands. It’s about curating a mix of styles and categories that truly resonates with consumers. This focus on exploration and value will guide my work with the High Point Market board to ensure the market remains indispensable for tastemakers, designers and retailers.”
About Green Front Furniture
Founded in 1968, Green Front Furniture is a third-generation, family-owned furniture store in Farmville, Va. Green Front is known for nearly one million square feet of showroom space in renovated tobacco warehouses and department stores. The company also has satellite locations in Manassas and Raleigh. Under Crallé’s leadership, the brand continues its legacy of quality, design and customer inspiration, positioning it for another 56 years of success.
For more information about Green Front Furniture, visit www.greenfront.com. To learn more about High Point Market, visit www.highpointmarket.org.
