About Us


Our History

Since 1962, Planned Furniture Promotions, LLC has established itself as the prominent retail home furnishing promotional specialist, and with good reason. Over the past several decades we have conducted thousands of successful sale promotions helping retailers, like yourself, obtain your most valuable goals and objectives.

With our tremendous experience, vast resources, enormous buying power and intimate knowledge of the furniture industry, we stand poised to assist you in all aspects of generating increased sales and profits. Whatever your business needs, PFP can provide prompt specialized assistance, immediate financial relief and, most importantly, remarkable results!

As a strategic partner, we will invest the necessary resources that will help you achieve your objectives. We invite you to read and discover how Planned Furniture Promotions, Inc. will work for you.

Our Founders

gene rosenburgGene Rosenberg

Founder & Chief Executive Officer

Since 1962, Gene Rosenberg led Planned Furniture Promotions. Today, PFP is recognized as the leading premier sale promotion company in the home furnishing industry. In October 2013, Mr. Rosenberg was inducted into the prestigious American Furniture Hall of Fame. Gene is certainly deserving of this rare honor. Nominees are required to have shown personal integrity throughout their career, made significant contributions to the industry and consideration is even given to their philanthropic efforts. Gene’s portrait will be included with the other members in the Walk of Fame, which can be experienced by visiting the first floor of the Plaza Building in High Point. In 1992, Gene founded Bob’s Discount Furniture, which is recognized as one of the most successful and fastest growing retail chains in the furniture industry. He also participates on the Board of Directors for numerous charitable organizations including Big Brothers Big Sisters, Hebrew Home and Hospital, Hartford Jewish Federation and Chabad House. Gene resides with his wife, Anja and family in Connecticut.

cohenpaul Paul Cohen

Co-Founder & Chief Financial Officer

With a background in the automobile industry and real estate development, and as a graduate of Wharton School of Business, Paul partnered with Gene Rosenberg in 1962. Managing corporate finance and developing operational systems and controls, he has successfully steered the course for over 40 years. Paul is an active contributor to Massachusetts General Hospital, Boston, and presides over the Cohen Foundation Charitable Endowment.

Our Consulting Team

“Our People Make the Difference”

roy hester Roy Hester

Senior Vice President

Phone: (407) 256-9684
Fax: (407) 877-3320

Click to Contact Roy Hester

Being the third generation to work in his family’s retail furniture chain, Roy has over 36 years of experience in the home furnishings industry. Educated with degrees in Business Administration and Law, Roy applies his education and business experience to ensure your success. He has served in leadership roles for his church, the county school system, YMCA, Chamber of Commerce and Rotary Club. Roy’s high level of experience has assisted many retailers in achieving their goals. Roy lives with his wife Peggy in Florida.

tom liddell Tom Liddell

Senior Vice President of Sales & Marketing

Phone: (615) 948-5082
Fax: (615) 261-8664

Click to Contact Tom Liddell

Tom Liddell’s experience comes from both the wholesale and retail sides of the furniture industry. His start in the industry was in his family’s furniture stores, where he oversaw marketing, sales and store management. Immediately prior to joining PFP, he was with CR International, where he was Sr. VP of Sales and Marketing. Prior to that, he was Sr. VP of Sales at Powell, where he was responsible for over 70 sales team members and managers. He also held positions at Berkline, Catnapper and Craftmaster during his 28 year wholesale career. Tom is well known for his communication, marketing and computer skills. His creative ideas have fueled many successful wholesale and retail promotions. Among other industry honors, he was the inaugural recipient of the Rudy award, presented by IHFRA. Tom lives in TN with his wife Cheri and has three children. He also served as president for a 7000 member youth soccer association as well as other church and civic leadership roles.

jr diffee JR Diffee

High End Event Consultant

Phone:(571) 245-6266

Click to Contact JR Diffee

With an education and work experience in sales, marketing and insurance, JR Diffee joined his family’s business, Colony House in 1985. The business enjoyed exponential growth in the next 5 years and JR became president in 1991. Under his leadership, the store was recognized as one of the finest design-oriented retailers on the East Coast and was one of the top dealers nationally for Baker, Henredon, Henkel Harris, Hancock and Moore, Hickory Chair, Sherrill and others. In 2009, Colony House started getting offers for the prime real estate where the store was located in Arlington, Virginia. A hotel developer bought the site in 2011 and JR (and his family) decided to close the business. PFP conducted a very successful Going Out of Business sale for Colony House that was concluded in early December 2011. PFP quickly realized that JR’s high-end experience could greatly benefit PFP’s clients and asked JR to join its team.The goal is to assist high-end retailers in running effective high impact events to rejuvenate or reinvent their businesses. JR enjoys hiking, cycling and playing golf and is a member of Congressional Country Club. He is married and has 4 kids.

angela edwards Angela Edwards

Sr. Account Consultant

PHONE: 478-808-3307

FAX: 828-348-1445

Click To Contact Angela Edwards

Angela graduated from Georgia College and State University with a B.B.A. in Marketing. Angela’s career included the position of Vice President of Sales for another promotional firm, owner of two retail furniture stores in Central Georgia (Aunt Zelda’s Furniture), marketing consultant with U.S. Broadcasting and stockbroker with Wells Fargo Securities, formerly Wachovia Securities. Angela opened Aunt Zelda’s Furniture in 1995. Aunt Zelda’s was featured in national industry publications for their unique marketing and eclectic product mix. The store also received awards for ranking in the top 5 in the nation in sales of Norwalk Furniture, and was the recipient of the Cornerstone Award in 2008.

rick_duffey_pfp2 Rick Duffey

West Coast Sales Manager

PHONE: 305-766-6311

Click To Contact Rick Duffey

Rick has over 30 years’ experience in the home furnishings industry after graduating with a Bachelor of Science Degree in Business Marketing. He has worked in both the retail and wholesale side of the furniture industry. His 16 year retail experience started at vertically-integrated Krause’s Sofa Factory working as a salesperson, assistant manager, store manager, regional manager and eventually V.P. of Sales and Training growing the chain from 12 to 87 stores.Rick Duffy’s role as Sales Manager at Serta Mattress provided him with a wealth of knowledge of the wholesale side of the furniture industry. During the last thirteen years he has been conducting auctions for PFP. Rick’s diverse background in retail and wholesale along with his experience at PFP give him the knowledge and experience to ensure profitability and success at your event.

eric rowles Eric Rowles

National Accounts Manager

Phone: (315) 200-8014
Fax: (315) 815-4083

Click to Contact Eric Rowles

Eric Rowles has a 26 year history of valuable experience in both the retail and wholesale side of the furniture industry. Eric began his career as a founding member of Patusan Trading Company, the high impact Oriental Rug Show company. Prior to joining PFP, he was a sales representative for Hooker Furniture Bradington-Young, and Sam Moore. Prior to that, Eric served as VP of Naja Oriental Rugs, a division of the Hendricks Furniture Group, parent company of Boyles Fine Furniture. In addition, he spent nine years in sales and marketing for L&JG Stickley.


burt homonoff Burt Homonoff

Senior Vice President

Phone: (401) 261-9737
Fax: (888) 752-8989

Click to Contact Burt Homonoff

Burt combines his education, M.B.A. and practical business training to oversee the nationwide merchandising and operations of PFP. Brought up in the retail furniture business, Burt works alongside the PFP sales managers to maximize each promotional event. His hands-on, detail oriented approach will assure that each and every sale promotion will be managed with efficiency to ensure maximum performance. Burt lives with his wife Robin and children in Rhode Island.


rob rosenberg Rob Rosenberg

Vice President

Phone: (860) 573-5090

Click to Contact Rob Rosenberg

Rob grew up in the furniture industry. He is the grandson of industry icon and PFP co-owner, Gene Rosenberg. After graduating with his Bachelor’s Degree in Business Management, Rob started with PFP as a warehouse worker, moved into store sales, and finally to event manager, where his success has been outstanding. Rob has conducted record breaking events for the company, not only in gross sales, but in profits and satisfaction for PFP clients. Rob has recently been promoted to Vice President of PFP and lives in Connecticut with his Wife and Son.

Our Administrative Team Leaders

debbi guyan 228x300 Debbi Guyan

Director of Operations

Phone: (843) 216-7005
Fax: (843) 216-3177
Click to Contact Debbi Guyan

Biography coming soon….


screen shot 2014 09 17 at 103206 pm Myra Johnson

Director of Operations

Phone: (407) 656-3217
Fax: (407) 877-3320
Click to Contact Myra Johnson

Biography coming soon….

At PFP, we are always interested in talking to driven, hard-working candidates to join the PFP team. We are especially interested in sales team members that know how to close and that want to earn a significant income. Please send your resume or brief experience overview and note the position(s) that you may be interested in.