Team Members & About Us

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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 rosenberg Gene Rosenberg

Founder and Chairman of the Board

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.

paul cohen Paul Cohen

Co-Founder and 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”

rob rosenberg Rob Rosenberg


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 lives in Connecticut with his wife and son.

roy hester Roy Hester

Sr. Vice President, Managing Director

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

Sr. Vice President, Managing Director

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

Click to Contact Tom Liddell

Tom Liddell’s experience is unique, serving in positions on both, the wholesale and retail sides of the furniture industry. Tom’s first position was in his family’s furniture stores, where he worked in a variety of positions, including marketing, sales and store management. Prior to joining PFP, Tom was a regional manager at Powell and ultimately worked his way up to Sr. VP of Sales, where he successfully managed over 70 sales team members and regional 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. Tom has consulted with a number of Top 100 retailers on ecommerce and internet based marketing initiatives. 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.

ed hendon pfp Ed Hendon

National Director of Operations

Phone: (270)-556-3899

Click to Contact Ed Hendon

In his role, Hendon will work directly with the company’s Event Coordinators and office teams, improving training programs, merchandising, marketing and logistics. After 15-years as a Sr. Event Coordinator for PFP, Ed has a wealth of experience and an impressive track record of success for the clients we serve. As a third generation retailer, Ed began his furniture career in a family owned furniture store in Kentucky. As owner and operator of a 51-year-old business, Thurman’s Furniture, Ed made the decision to close his business and after extensive research, chose PFP to liquidate his store. After an extremely successful event, Ed joined PFP as an assistant manager and quickly worked his way into a position as an Event Coordinator. Notable liquidation events Ed conducted for PFP include, Gabbert’s of Texas, Mastercraft Interiors in the Washington DC area, Rhodes Furniture and Leath Furniture.

jr diffee JR Diffee

Sr. Business 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 Furniture in 1985. The business enjoyed exponential growth in the next 5 years and JR became president and a 3rd generation owner 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. A very successful Going-Out-of-Business sale was conducted by PFP that concluded in early December 2011. PFP saw the opportunity to take advantage of JR’s upper middle to high-end experience and asked him to join their team. His goal is to consult with middle to high-end retailers on how high impact events can help rejuvenate, reinvent or exit their businesses profitably. JR was a Board of Director for the Arlington County Chamber of Commerce and is involved in the Leadership Arlington organization. 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 has been a well-respected member of the furniture community for over 19 years. After graduating with a B.B.A in Marketing, she started her furniture career. Her two retail furniture stores in Georgia received awards for ranking in the top 5 in the nation in sales of Norwalk Furniture and her company the recipient of the Cornerstone Award in 2008. Angela’s experience includes the position of, Vice President of Sales for a promotional firm. Angela's strong retail background strengthens her ability to assist store owners with their high impact promotional needs and provides the knowledge and personal understanding of the process necessary for a successful event. Angela is former President of the Georgia Home Furnishings Association and still serves on the Board of Directors. She is a Rotarian and a Paul Harris Fellow. She also volunteers for the Neuro-Challenge Foundation, and serves on the Board of Directors for several organizations in Georgia and Florida.

rick duffey 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’s wholesale experience came as Sales Manager at Serta Mattress. During the last thirteen years he has been working in the auction division at 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.


Our Administrative Team Leaders

myra johnson Myra Johnson

Director of Client Services

Phone: (407) 656-3217
Fax: (407) 877-3320

Click to Contact Myra Johnson


Corporate Office, Enfield, CT

bobbie savickas Bobbie Savickas

Corporate Treasurer

Phone: (800) 472-5242
Fax: (860) 749-1059

Click to Contact Bobbie Savickas


evelyn keene Evelyn Keene

Corporate Treasurer

Phone: (800) 472-5242
Fax: (860) 749-1059

Click to Contact Evelyn Keene


patty larivee Patty Larivee

Administration Lead

Phone: (800) 472-5242
Fax: (860) 749-1059

Click to Contact Patty Larivee


jannifer newell Jennifer Newell

Administration Lead

Phone: (800) 472-5242
Fax: (860) 749-1059

Click to Contact Jennifer Newell