furniture manufacturer

Wednesday, August 27th, 2014

Celebrating Gene Rosenberg’s (PFP Founder) induction into the American Furniture Hall of Fame

Author: TomLiddell

Our founder, Mr. Gene Rosenberg, was inducted into the American Furniture Hall of Fame in October. Unfortunately, he was unable to attend the celebration in High Point.

Paul Cohen, Co-Founder of PFP, viewing one of the many tributes to Gene.

Paul Cohen, Co-Founder of PFP, viewing one of the many tributes to Gene.

A large group of friends visited Gene to celebrate his induction and watch the video from the ceremony. Gene has received hundreds of letters of congratulations as well. Those who are lucky enough to know Gene, know he is a very humble gentleman and was extremely touched by the outpouring of praise that he has received. Shown in the photo (L to R): Mark Bannon, Burt Homonoff, Rob Rosenberg, Gene Rosenberg,

Hall of Fame Inductee and PFP Founder, Mr. Gene Rosenberg (seated).  Celebrating with Gene are PFP Partners, (L to R) Burt Homonoff, Rob Rosenberg, Gene (seated), Roy Hester and Tom Liddell

Hall of Fame Inductee and PFP Founder, Mr. Gene Rosenberg (seated). Celebrating with Gene are PFP Partners, (L to R) Burt Homonoff, Rob Rosenberg, Gene (seated), Roy Hester and Tom Liddell

Friday, September 27th, 2013

Planned Furniture Promotions to handle historic event in Grand Rapids MI

Author: TomLiddell

Williams Furniture Co. to close its doors after 67 years

GRAND RAPIDS, MI – Williams Furniture Co. is preparing to shut its doors after 67 years.

For owner Patricia Cohen, that means ending a family business started by her grandfather and mother which has in recent years been operated by herself and her son, Michael.

Ready for the rush of customers at Williams

Ready for the rush of customers at Williams

“I look at what we’ve made in the last four years as almost a victory,” said Cohen. “I know we did everything we could. It’s very sad. It’s my family’s legacy.”

The store, at 60 28th St. SW in Grand Rapids, began a going-out-of-business sale on Thursday, Sept. 26, to liquidate assets. It’s unclear how long the sale will last.

Closing the store wasn’t Cohen’s first choice but the operation has struggled to stay afloat under mounting debt. She holds out a sliver of hope that if the sale goes well, the business could return in another form, similar to the way the Israels family revived Klingman’s, another longtime furniture retailer. She says the business has been able to avoid filing bankruptcy by working with creditors.

“There is a huge amount of loans issued and tax liability,” said Cohen. “This is not going to be easy.”

The store opened in 1946 at the corner of Alger Street SE and Division Avenue when Lorraine Baart, a 28 year-old with an MBA from the University of Alabama, convinced her dad, Jacob Baart, a furniture manufacturer, go into the retail side of the business.

When asked why the store was anointed Williams Furniture instead of using the owners’ name, Cohen replies: “I was told it was named that because it was simple to remember.”

In 1954, the store moved to its current location in a building constructed by Jacob Baart, Cohen said.

Within few years, ownership expanded to include J.B. VanderMeer, a furniture salesman who called on the store before marrying Lorraine Baart. He continued to run the store after his wife and father-in-law died in 1975.

Williams built a reputation for offering furniture in the mid-price range. And selling lots of recliners. Before La-Z-Boy opened stores, Williams ranked fourth in the nation for the sale of recliners.

“We sold more recliners than any single store in the country,” Cohen said.

In 1992, the store was named Retailer of the Year by the Home Furnishings Representatives of Michigan.

“It was always the goal to sell quality furniture with a good value,” said Cohen, who worked during her summers at the store, but eventually earning a law degree.

After VanderMeer died in 2001, the store was run by a management team until Cohen says she took over ownership through court action in 2010.

Now, the store is known for selling a wide range of brands such as England, Best, Vaughan-Bassett, Howard Miller, Klaussner and Lloyd’s of Chatham. Cohen says she took pride in the store carrying American-made products and works by local artists.

“I wanted to help generate jobs in America,” Cohen said.

The store, which previously had a staff of about 20, now has a sales team brought in by the firm handling the liquidation.

Tuesday, April 10th, 2012

Colony House President Joins Planned Furniture Promotions


Planned Furniture Promotions, Inc. (PFP) announced the addition of retail furniture veteran JR Diffee, the long-time President of Colony House Furniture, an upscale furniture showroom in Arlington, Virginia. JR joins PFP as its High End Event Consultant and will advise upscale retailers on how to use high-impact events to rejuvenate or reinvent their retail sales strategies.

Under JR’s stewardship, Colony House was widely recognized as one of the finest design-oriented retailers on the East Coast, as well as a company that consistently ranked among the top dealers of lines like Baker, Henredon and Hickory Chair. With an education and vast work experience in sales, marketing and insurance, JR joined his family’s business in 1985 and was appointed its president in 1991. JR successfully led the company in that role until last year when an offer was made on the company’s real estate. JR selected PFP—the leading specialist in high-impact, promotional furniture sales events—to conduct Colony Houses’ highly successful store closing sale.

After working with JR at the store closing sale, PFP’s team was highly impressed with his management and sales experience as well as his business and strategic acumen, and immediately asked him to join its team. “The high-end retailers have been some of the hardest hit by the economic downturn and many are in need of financial assistance,” said Tom Liddell, senior vice president, PFP. “We’ve successfully assisted many of the nation’s most well-known high-end retailers. JR has an intimate knowledge of their concerns and needs and will certainly be a huge asset in working with these clients”, Liddell added

JR is currently on the Board of Directors for the Arlington County Chamber of Commerce and is involved in the Leadership Arlington organization. He enjoys hiking, cycling and playing golf, and is a member of Congressional Country Club. JR is married and has four children.

PFP is a leading specialist in conducting high impact, promotional furniture retail sales. The company is responsible for developing and executing record-breaking premium store events for independent retailers including; Sussan’s in the Houston area, Bruno’s in Oklahoma City, Kornmeyers in Baton Rouge, Liberty in Jacksonville, Mastercraft Interiors in MD & VA, Homestead House in CA, Hitchcock Chair in CT along with others, such as Porter’s in Racine and Gabbert’s events in Texas. They’ve also handled many of the major-chain furniture liquidation sales in the U.S., including those for Wickes, Huffman Koos, Rhodes, Rosa’s and recently with RoomStore’s Texas outlets.

To learn more about Planned Furniture Promotions, please visit

Saturday, November 19th, 2011

Former PFP clients… Rosa’s Bounce Back After Bankruptcy (excerpt from “The Buffalo News”)


The three sons of the founder of the defunct Rosa’s Home Stores chain have opened stores selling furniture and bedding in two former Rosa’s locations in the Town of Tonawanda and Cheektowaga.
The sons, with the support of their father, opened Home Furniture Gallery outlets late last month on Sheridan Drive and this month on Union Road. The sons all held positions with Rosa’s Home Stores, which left more than 1,000 creditors when it filed for bankruptcy last December, but the Rosas say Home Furniture Gallery is an entirely separate enterprise. “It’s a brand-new business — it’s brand new,” said Paul F. Rosa, the founder of Rosa’s Home Stores who serves as chairman of Home Furniture Gallery.
The new stores promote a 30-day, money-back guarantee and offer customers the transparent choice of different levels of quality at a range of prices.
One main distinction between the old and new stores is Home Furniture Gallery isn’t selling electronics or appliances.
“There’s unprecedented pressure on profit margins for both appliances as well as consumer electronics,” said Burt P. Flickinger III, a Buffalo native and managing director of Strategic Resource Group, the retail consulting firm. Sons Paul M., David and Anthony Rosa say they are confident they can take on the local and national chains in what is a highly competitive furniture and bedding market.
They have opted not to use the Rosa’s name on the company, or in its advertising, but analysts believe their experience and reputation only can help them.
“They have a proven track record as a retailer,” said Michael C. Clark, CB Richard Ellis’ director of retail tenant services. The Home Furniture Gallery stores opened in former Rosa’s locations at 2880 Sheridan Drive, at Eggert Road, and at 3770 Union Road, near the Walden Galleria. David Rosa said the brothers oversaw modest renovations to the two stores, including knocking down some walls, putting on a fresh coat of paint and cleaning the carpets. The brothers all are vice presidents, with David serving as chief financial officer, Paul M. responsible for operations and Anthony overseeing sales.
Once they fill a few remaining open positions, the company will employ 50 workers, including a number who worked for Rosa’s Home Stores.
Tuesday, April 27th, 2010

Furniture Manufacturer’s Outlet


I have had a relationship with PFP for a long time and always recommended them and really no one else. I put my reputation on the line whenever I make recommendations and I feel I am doing my dealers a service recommending your company with people like you and Roy.

Furniture Manufacturer’s Outlet
Chuck Peters, President