Green Front Furniture’s president honored as “modern maverick” in 2024
FARMVILLE, Va. (August 15, 2024) – Richard “Den” Crallé III, president and CEO of the third-generation, Farmville, Va.-based Green Front Furniture, has been named a Top 40 Under 40 honoree by Home Furnishings Business in its July/August 2024 issue. Recognizing Crallé as one of 2024’s “Modern Mavericks Reimagining the Future,” the award honors his adaptability and visionary leadership in a constantly evolving furniture industry.
“I’m honored to be recognized among such talented and forward-thinking individuals in our industry, and I’m proud that the Green Front name has become so well known,” said Crallé. “As the company continues to innovate and grow, I’m anticipating great things ahead!”
In addition to a feature in the upcoming issue of Home Furnishings Business magazine, Crallé will be honored at a reception on October 28. The recognition will be at the Home Furnishings Hall of Fame during the High Point Market in High Point, N.C.
Furthering the Family Business
Since joining Green Front in 2013, Crallé has transformed his family business into a top 100 furniture company. Crallé became President of the company in 2018. Over the past six years, his leadership has expanded Green Front into new markets and boosted top-line growth. Facing rapidly changing technologies and consumer habits, Crallé chose to adapt. Accordingly, He deployed a remerchandising strategy, amplified Green Front’s social media presence and adopted NetSuite, a POS and inventory tracking system. He has also continued to foster strong community partnerships in Farmville. This includes launching a decades-long revitalization process for Green Front’s 13 historic tobacco warehouses and department stores located downtown. Currently, he is working to revitalize Building 15 for the launch of the company’s newest department: Green Front Modern.
“The renovation of Building 15 involves converting a historic Baldwin’s clothing department store into a modern furniture boutique,” Crallé said. “Essentially, we’re creating a space that mirrors the charm of a 100-year-old New York City department store. This new showroom will be the perfect setting to display our modern furniture collections, emphasizing sculptural designs and high-quality materials. We anticipate opening our doors by late 2024 or early 2025.”
The 40 Under 40 awards honor promising young leaders in the furniture industry who commit to business innovation, professional growth and community involvement.
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ABOUT GREEN FRONT FURNITURE:
Established in 1968, Green Front is a furniture retail company with headquarters in Farmville, Va. Housed on a Main Street campus, Green Front features nearly 1 million square feet of showroom space throughout 13 renovated tobacco warehouses and revitalized department stores. With two satellite locations in Northern Virginia and Raleigh, N.C., Green Front provides customers with a massive, yet curated and ever-changing selection of furniture, rugs and home decor at unmatched prices. Green Front Furniture offers a destination shopping experience. This includes the opportunity to explore, discover and seek on your own or with the guidance of a sales team that has decades of industry knowledge. For more information, please visit greenfront.com or connect with Green Front Furniture on Instagram, Facebook, TikTok, Pinterest and YouTube.
