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Massoud Furniture Restructures Management
February 29,
2012 by in UnCategorized 
By Home Furnishings Business in Upholstery on March 1, 2012
Dallas-based upholstered furniture producer
Massoud has expanded the roles and responsibilities of Chuck Massoud, CEO, and Ronna Griest, creative director.
As part of the restructuring, Massoud and Griest assume the duties previously held by the companys president, most recently Tom Skipper.
Chuck Massoud continues to oversee and direct the companys operations, strategy, development and financing, with expanded involvement in sales management.
Reporting to Massoud, Griest maintains responsibility for the overall creative direction of the line, including fabric selection, frame development and trade showroom merchandising. As part of her expanded role, she shares increased sales management duties with Massoudcontinuing to work closely with the sales team, as well as the companys dealer/designer customers to help shape and strengthen the companys marketing and merchandising direction.
At Massoud, we view our relationship with our dealers and designers as a partnership, Massoud said. Ronnas extensive retail background gives her a keen understanding of the challenges our customers face and, most important, the insight needed to help us develop new business and growth opportunities custom-tailored to their needs. Her creative vision and proven experience in every aspect of the upholstery businessretail as well as merchandising, marketing, sales, product innovation and operationsensure shell be able to seamlessly and successfully integrate these expanded duties into the vital leadership role she already plays for our company.
Griest joined Massoud as creative director in June of 2011. She came to Massoud from Paul Robert where she served as design director. With more than 30 years of experience in the upholstered furniture and fabric industry, 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 would go on to Covington Fabrics where she oversaw the fabric manufacturers design studio as design director. When Century Furniture 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 Centurys Passementerie upholstered furniture unit as well.