Third-generation family-owned furniture store recognized for standout growth and influence
FARMVILLE, Va. (December 16, 2025) – Green Front Furniture has been honored with the 2025 Furniture Industry Leadership Award recognizing standout performance among retailers with under $200 million in annual sales. The award follows a banner year for the Farmville-based company, which climbed to No. 93 on Furniture Today’s Top 100 Retailers list, recording an estimated $50.8 million in 2024 sales and achieving the highest year-over-year growth — 12.6% — of any retailer on the list.
“We’re always working to make Green Front better,” said Green Front President and CEO Richard “Den” Crallé III. “We focus on a commitment to value, great products, and building long-term trust with our customers and vendors. That means constantly investing in our buildings and showrooms, as well as streamlining our systems and processes. The customer experience drives everything we do.”
Proud winner of Furniture Today’s
2025 Furniture Industry Leadership Award:
Green Front Furniture President and CEO Richard “Den” Crallé III
Under Crallé’s leadership Green Front has grown its footprint while deepening its commitment to Farmville. As many retailers left small-town main streets behind, Green Front reinvested, transforming 13 historic downtown warehouses and vacant storefronts into nearly 1 million square feet of showroom space. The flagship location is now a destination for design enthusiasts and savvy shoppers across the Mid-Atlantic and South. It’s also home to the largest selection of hand-knotted rugs in North America and a curated mix of in-stock and custom-order furnishings from trusted brands at a range of price points. Over the years Green Front has expanded regionally with locations in Northern Virginia and Raleigh, North Carolina, bringing its unique furniture model — which features over 100 of the top furniture brands from traditional to modern — to more customers.
Green Front’s momentum is fueled as much by people as by product. Crallé’s leadership is grounded in collaboration, professional growth, and doing what’s best for customers, the community, and industry partners. He has also strengthened Green Front’s digital reach through social media. His recent appointment to the High Point Market Authority Board of Directors highlights both his industry expertise and his growing influence in shaping the future of High Point Market — one of the most significant international trade shows in global design and furniture — reinforcing Green Front’s impact across the home furnishings industry.
Looking ahead, Green Front plans continued investment in its Farmville campus while exploring a comprehensive designer program and a new location in Northern Virginia. The focus remains the same: quality, value and a destination shopping experience unlike any other.
Read the full feature in Furniture Today: https://www.furnituretoday.com/business-news/industry-awards/hometown-hero-green-front-furniture-honored-with-furniture-industry-leadership-award/.
To learn more about Green Front Furniture’s story, showroom locations and curated collections, visit greenfront.com.
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ABOUT GREEN FRONT FURNITURE:
Established in 1968, Green Front is a furniture retail company headquartered 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: 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.
