by Executive previously was co-CEO and co-founder of Hillsdale Furniture, which was acquired by a division of Asian furniture manufacturer Green River Group in mid-2024
BLUE MOUNTAIN, Miss. — Full-line furniture resource HH2 Home, part of Green River Group, has named longtime furniture industry veteran and Hillsdale Furniture co-founder John Elting chief executive officer.
The position was previously occupied by Lee Boone, who left the company in January to pursue other interests.
Elting co-founded Hillsdale Furniture and served for many years as its co-CEO, helping build the company into a well-known and respected resource for bar stools, metal and upholstered beds, dining furniture, accents and bedroom collections. Hillsdale Furniture was purchased by a division of Asia furniture manufacturer Green River Group in mid-2024 and was renamed HH2 Home around the same time.
“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.”
Officials said the naming a new CEO follows several years of transition and transformation, as the company enters “its next chapter with a renewed focus on the categories, customers and capabilities that have long defined the company.” These key categories include barstools, beds, accents, dining, and bedroom furniture.
The company also plans to expand sales through its 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.
Matt Sansoe, senior vice president of Asia operations, leads the company’s sourcing and product-development platform. 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 was previously chief marketing officer of American Freight. The company said she 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.”
At the October High Point Market, HH2 Home said it will “highlight its renewed direction with introductions across its core specialty categories,” adding that “Dealers also can learn more about the company’s renewed investment in both its warehouse and direct-import businesses.”
“This is not about re-creating 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.”
At the High Point Market, HH2 Home shows on the lower level of the Centers of High Point on Centennial.
