Griest to Lead Massoud's Creative Efforts

June 12, 2011  by in UnCategorized   

By Home Furnishings Business in Executive Changes on June 13, 2011

Upholstered furniture manufacturer Massoud has appointed industry veteran Ronna Griest to the newly created position of creative director.

Griest is responsible for the overall creative direction of the line, including fabric selection, frame development and trade showroom merchandising. She works closely with Dallas, Texas-based Massoud's sales team, dealer and designer customers to help shape and strengthen the company's marketing and merchandising direction. She reports to Massoud CEO Chuck Massoud.

Griest came to Massoud from Paul Robert Inc. where she served as design director. A 30-plus-year upholstered furniture and fabric industry veteran, Griest co-founded Expressions Custom Furniture in 1980. As president, she built and guided the company and its retail stores, which would grow to more than 75,  until it was sold to investors in 1992. Griest went on to Covington Fabrics where she oversaw the fabric manufacturer's design studio as design director. When Century purchased Expressions, the company asked Griest to come back in 2001 where she would later serve as president of the franchised upholstery chain and create Century Furniture's Passementerie upholstered furniture unit as well.

"Ronna is the perfect candidate to help us as we launch the next phase of our long-term growth strategy," said Chuck Massoud. "Her creative vision, coupled with her proven track record and keen understanding of every aspect of the upholstery business--from retail, merchandising and marketing to sales, product innovation and operations--will help further strengthen Massoud's position as a leading resource for high quality designs."

"I've always admired Massoud and am excited to have the opportunity to join the team at a time when the company is so well poised for future growth," Griest said. "Massoud has made significant investments in technology and product innovation that will help us continue to effectively respond to the marketplace and trend directions. And, I look forward to calling upon my extensive retail background to help develop new business and growth opportunities for Massoud€™s dealer base."