Gene’s earliest years in furniture
Gene Rosenberg begins building his career in Connecticut, learning the furniture business from the sales floor up before moving into promotional selling and retail merchandising.
1955
Planned Furniture Promotions
It’s All About the People
This is a snapshot listing the almost 65 years of relationships, stores, and milestones that shaped Planned Furniture Promotions - from Gene Rosenberg’s earliest days in furniture through decades of landmark engagements.
1961
A foundational partnership takes shape
Gene partners with Judd Zimmer and begins running promotional sales throughout New England. Around this same period, David Cosenza starts working with Gene, marking the beginning of one of the most important long-term relationships in PFP history.
Gene and Paul partner to form Gene Rosenberg and Associates
The combination of Gene’s charisma and Paul’s business acumen proved to be a winning formula, guiding the company’s direction for more than 60 years.
1962
Also 1962
AJ Colins
Gene’s first promotional sale. Paul Cohen works as salesman.
Circle Furniture closes in New Hampshire
PFP closes Circle Furniture in Canterbury, New Hampshire. Roy Hester, David Cosenza Jr., Paul Roy, and Mark Bannon all come into the PFP orbit during this era.
Notable closings at this time
Lippman's Furniture — Connecticut
Castro Convertables — New York/New Jersey/Pennsylvania
Lippman's Furniture — Connecticut
Castro Convertables — New York/New Jersey/Pennsylvania
1975
1980
Growth through relationships
Shelly Shneider, a longtime Berkline representative and close friend of Gene’s, helps expand the business. That relationship will later play a role in the development of PFP’s rug business in the early 2000s. Christopher Andonian, Terri Yeitz, and Meachelle France-Roy join PFP in this era.
Notable closings in the 80's
Alperts Furniture — 4 locations in Ohio
Drake Smith Mill Store — Hew Hampshire
Hallmark Furniture — Massachusetts
Kincaid Summerfield Furniture — 5 locations in Mass
Alperts Furniture — 4 locations in Ohio
Drake Smith Mill Store — Hew Hampshire
Hallmark Furniture — Massachusetts
Kincaid Summerfield Furniture — 5 locations in Mass
Gene bets on the business
During the RB Furniture engagement in California, Gene mortgages his house to secure guaranteed payment for inventory, a defining example of the conviction and risk-taking that helped build the company. Greg Cook and Eric Hogaboom join the company.
Notable closings across the country
House of Grossman — New Jersey
Lowry Furniture — Florida
Sperling Furniture — New York
Adler's Furniture — Virginia
House of Grossman — New Jersey
Lowry Furniture — Florida
Sperling Furniture — New York
Adler's Furniture — Virginia
1990
1996
First Auction
Kurt Earylwine conducts the first furniture auction held at a PFP event, marking the beginning of a practice that would become an integral closing component of many future engagements.
Major closings across the country
Sears Homelife — Arizona, Pennsylvania, New Jersey, Delaware, Michigan
Gabberts — 2 stores Texas
Huffman Koos — Connecticut / New York / New Jersey
Rhodes — Southeast
Homestead House — Texas and California
Porters of Racine — Wisconsin
Levitz — Delaware, New Jersey, Pennsylvania
Oscar Huber — Pennsylvania / New Jersey
Sears Homelife — Arizona, Pennsylvania, New Jersey, Delaware, Michigan
Gabberts — 2 stores Texas
Huffman Koos — Connecticut / New York / New Jersey
Rhodes — Southeast
Homestead House — Texas and California
Porters of Racine — Wisconsin
Levitz — Delaware, New Jersey, Pennsylvania
Oscar Huber — Pennsylvania / New Jersey
People who joined during this era
Tom Liddell
Rick and Debbi Guyan
Ed Hendon
Rob Rosenberg
Jamie Guyan
Noel Reid and Toni McCreery
Mark Eshenbacher
John Preston
Charmaine Chumbley
Gwin Landry
Tom Liddell
Rick and Debbi Guyan
Ed Hendon
Rob Rosenberg
Jamie Guyan
Noel Reid and Toni McCreery
Mark Eshenbacher
John Preston
Charmaine Chumbley
Gwin Landry
2000
to
2010
to
2010
A decade of scale
The early to mid-2000s marked a defining period for PFP, as a series of high-profile events and the addition of key event managers helped shape the company into what it is today.
2013
Gene enters the Hall of Fame
Gene Rosenberg is inducted into the American Furniture Hall of Fame, a milestone that recognizes a lifetime of leadership, influence, and commitment to the furniture industry.
Notable events from 2011-2014
Mazers Discount Home Center - Alabama
Roomstore - 11 locations in Texas
Roomstore - 12 locations in Maryland and Virginia
DFW Furniture - 10 locations in Ohio and Pennsylvania
Rosa's - New York
Mazers Discount Home Center - Alabama
Roomstore - 11 locations in Texas
Roomstore - 12 locations in Maryland and Virginia
DFW Furniture - 10 locations in Ohio and Pennsylvania
Rosa's - New York
Iconic closings continue
PFP continues handling notable engagements from 2015 through 2020, including Kalin’s in Sarasota, Florida, along with major projects such as Frontroom Furnishings, Regis Bernard, and Olinde's Furniture & Mattress.
2015-2020
2021-2023
Roy is honored with the City of Hope Lifetime Achievement Award in 2022.
The award was presented at the 30th Annual West Coast Golf and Tennis Tournament at Coto de Caza Golf and Racquet Club in Orange County, Calif.
Roy honored as Icon of the Industry (IHFRA) in 2023.
With more than 50 years of experience in the industry, he has worked with PFP since 1988 and currently serves as senior vice president.
Notable closings
Rotmans — Massachusetts
Weekends Only — 8 stores in Indiana and Missouri
The Roomplace — 8 stores in Indiana
Louis Shanks — 2 stores in Texas
Sam Levitz — 2 stores in Arizona
Rotmans — Massachusetts
Weekends Only — 8 stores in Indiana and Missouri
The Roomplace — 8 stores in Indiana
Louis Shanks — 2 stores in Texas
Sam Levitz — 2 stores in Arizona
PFP remains the "Best in the Business"
PFP continues to dominate the industry by keeping true to it's core values: your reputation, staff, customers, and success.
Notable closings
Whit-Ash Furnishings — South Carolina
Miller's Furniture — Pennsylvania
McKinney's Furniture — Pennsylvania
Farnham's Furniture — Wyoming
Whit-Ash Furnishings — South Carolina
Miller's Furniture — Pennsylvania
McKinney's Furniture — Pennsylvania
Farnham's Furniture — Wyoming
2024-Today
2022
Gene passes at 86.
Gene passes at 86.
2023
Paul passes at 90.
Paul passes at 90.
Legacy
A company built on people
At the heart of PFP’s story are not just the stores or the events, but the people, partners, managers, friends, and family members whose loyalty, trust, and relationships built the company over decades.
Photo gallery
Images of our people, places, and events through the years
