Daily News
From Home Furnishing Business
HH2 Home Announces John Elting Named Chief Executive Officer
September 24,
2026 by Karen Parrish in Business Strategy, Industry 
HH2 Home, a member of the Green River Group family of brands, announced that longtime furniture industry veteran and Hillsdale Furniture co-founder John Elting has been named Chief Executive Officer. Following several years of transition and transformation, HH2 Home is entering its next chapter with a renewed focus on the categories, customers and capabilities that have long defined the company. Elting co-founded Hillsdale Furniture and served for many years as its Co-CEO, helping build the company into a nationally recognized resource for barstools, beds, dining furniture, accents and bedroom collections.
“We are thrilled to have John step into this important leadership role at HH2 Home,” said Angela Hsu, Chairperson of Green River Group. “John knows this company, this industry and our customers. More importantly, we have built a strong leadership team around a very clear strategy for where HH2 Home goes next.”
HH2 Home is renewing its focus on the specialty categories that established the company’s reputation: barstools, beds, accents, dining and bedroom furniture. A key priority will be expanding sales through the company’s warehouse in Blue Mountain, Mississippi, while continuing to grow its proprietary product-development partnerships with major retail customers across those same categories.
Chief Revenue Officer Katrina Van Howe, a 27-year company veteran, leads HH2 Home’s revenue strategy, sales organization, customer development and channel growth across its warehouse and direct-import businesses.
“John and I have worked together for nearly three decades, and we share the same belief that HH2 Home’s future will be built by combining our heritage with a sharper, more modern approach to the marketplace,” Van Howe said.
Leading the company’s sourcing and product-development platform is Matt Sansoe, Senior Vice President of Asia Operations. Based in Vietnam, Sansoe oversees HH2 Home’s Asian operations and works across the organization to strengthen factory partnerships, accelerate product development and support the execution of both proprietary and broad-market programs.
“Our Asia organization is an essential part of HH2 Home’s ability to respond quickly and bring differentiated products to market,” Sansoe said. “With a closely aligned sales, merchandising and operations team, we are positioned to move with greater speed, discipline and purpose.”
HH2 Home’s Special Business Sector is led by experienced Sales Directors Brooke Balco and Heather Moore, who manage and expand the company’s strategic programs with major retail partners. Their work remains a central component of HH2 Home’s growth strategy and its continued investment in proprietary product development.
On the Brick-and-Mortar side of the business, Lauren Pollard has been promoted to Sales and Marketing Director. Pollard, who previously served as Chief Marketing Officer of American Freight, will lead HH2 Home’s efforts to rebuild and expand its independent retail and regional furniture-store business while strengthening the marketing programs that support those customers.
The company’s renewed direction will be on full display at the upcoming High Point Market, where HH2 Home will showcase new introductions across its core specialty categories and highlight the company’s renewed investment in both its warehouse and direct-import businesses.
“This is not about recreating the past,” Elting said. “It is about taking the very best of what built this company—our product expertise, relationships, creativity and willingness to find opportunities others overlook—and using those strengths to build the next generation of HH2 Home.”
HH2 Home welcomes customers and designers to visit its showroom on the lower level of Center Point on Centennial during High Point Market.