Green Front got its start in the mid 1960’s when owner Richard Cralle, fresh from college, was given the task of overseeing operations of this relatively new business venture by its current owner, his father. At that time, Green Front specialized in promotional furniture, but young Cralle quickly realized he would be better able to grow the company by offering higher quality items at a lower profit.
He learned to buy and ship goods directly to save customers money. He paid cash wherever he could to avoid debt. And he chose a location that was more rustic than ornate–twelve massive tobacco warehouses acquired with the help of the city of Farmville–that was still large enough to showcase his international finds as they should be.
And slowly, but very steadily, Green Front grew into the inarguable success story it is today.
Twelve warehouses now beckon to customers up and down the East Coast and across the nation, crammed full of stunning Oriental rugs and middle- to high-end, mostly traditional furnishings–from all corners of the globe. Prices discounted up to 60%, highly respected brand names, superior (but pressure-free) customer service, and unique finds from some of the world’s most inconspicuous places–these all add to the Green Front appeal. Word, over the years, has spread relatively quickly, to make Green Front one of the nation’s top 100 furniture resellers. And all with very little advertising. Just word of mouth, an excellent reputation, and a love for an honest deal.