Den Crallé, the president and CEO of Green Front Furniture, discusses the history and unique concept of his business. Green Front Furniture started as a grocery store, Green Front Grocery, in the 1930s, but evolved into a furniture business in the 1960s when Den’s father took over. Today, Green Front Furniture has 13 buildings with almost a million square feet of retail showroom space, featuring furniture, rugs, and home decor from top designer brands to the largest rug collection in the country. The company is not just a store but a destination shopping experience, with restaurants, a bike trail, and more. Den is the third generation of his family to run the business, and his passion and love for what he does come through in his company culture and interactions with his sales team. Den also shares the charity project and how the Green Front Furniture store recently supported the St. Jude’s Children’s Research Hospital in Virginia and they will also be participating in other charity events in the Hampton Roads area.
