District Chairs serve as regional ambassadors — engaging with members, providing feedback from the field, and helping strengthen IHFRA’s mission to support, empower, and advocate for independent sales professionals across the home furnishings industry.

District Chairs will:

• Participate in Market and IHFRA events
• Engage with members in their region
• Serve as the voice of their district on the Board of Directors

Members should vote for who they think will best represent the needs of each region and fulfill the duties above.

Tommy Leflein

Company: IHFRA

Role: Sales Professional
Years in Industry: 51

About Me:

I have held positions as a Sales Rep, Regional manager of Sales, and VP of Sales. I know what it takes to succeed in the industry, and I love to coach and mentor others.

Why are you interested in Serving as
District Chair for IHFRA?

I live and breath IHFRA every single day. I am connected to top 100 retailers and the top reps in the northeast.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

I talk to furniture reps, presidents of manufacturers, and the press almost daily and would not stop for a second.

What do you believe are the biggest challenges or opportunities facing independent reps today?

Listening to what’s on the minds of furniture industry people and keeping an open mind in coming up with solutions. 

How can you help support and strengthen local connections within your region?

Continue to do whatever IHFRA needs done and use my many furniture connections to help IHFRA to the next level of excellence.

Lynn Dunn

Companies: Couristan, Provenza Floors, Dovetail Design, Master, Nature's Carpet, STG, Feizy

Role: Sales Professional
Years in Industry: 30

About Me:

What drives me both personally and professionally is my love of family and mostly my children. I am an independent sales representative who started as a sales person in a rug and carpet store. I was promoted to buyer for a four store retail chain in MA . After the birth of my daughter, I decided that retail hours were not going to work for my busy family life and decided to apply for a territory manager’s position with Couristan. After being an employee for over 13 years with Couristan, I made the brief decision to venture out on my own and start my own sales agency. I found myself interacting on a daily basis with so many retailers and designers who had so many needs for service and product that I was confident this was the right move for me. I have been an independent sales representative for New England, England, and parts of New York for over eight years. I’m very proud of the fact that I gambled on myself and it has become one of my best decisions.

Why are you interested in Serving as
District Chair for IHFRA?

I have often been asked about my IHFRA pin while I’m at markets. I am surprised that more industry professionals are not members and are not taking advantage of the services and camaraderie of this organization. While my business keeps me very busy, I have been thinking of doing more and getting more involved in the industry and connecting with my peers.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

I think first and foremost is spreading the word and informing my peers of this organization. I feel that together we are a stronger group. So many sales reps on the road are “lone wolves.” It is so important to share ideas perhaps in group settings, meetings or even zoom calls. I have always found that my best ideas come from other people’s experiences. So many times at markets I run into people who offer unique viewpoints from this industry and how to achieve our common goal of increasing sales. I also think it’s important to include our dealers, our clients, and our customers in these discussions as they can often tell us what they need from their sales representatives.

What do you believe are the biggest challenges or opportunities facing independent reps today?

As independent sales reps the number one challenge is always expenses. How can we minimize our expenses yet still have full visibility to our clients and make sure we are servicing them properly. Do we need more help from our manufacturers or do we need guidance on time management skills? Perhaps there is a computer program that someone is using that’s been instrumental in helping grow their business...

How can you help support and strengthen local connections within your region?

At this time, I would say you stay connected through social media platforms, industry, events, and sales markets. As a district chair, I would be sure to create an environment where the organization's mission is on the forefront. And most importantly, make sure that all reps in New England are aware of IHFRA and the connections and services you provide.

Jake Freedman

Company: Dovr Media

Role: Service Provider, Business Partner
Years in Industry: 8

About Me:

I’m the CEO of Dovr Media, where I work closely with independent reps, retailers, and manufacturers to strengthen their digital presence and overall business performance. Over the past eight years I’ve collaborated with hundreds of sales professionals and dealers across the country, giving me a deep understanding of the challenges and opportunities facing the industry. I’m driven by helping people win — making it easier for reps to grow their business, for retailers to compete, and for our industry to stay strong and connected.

Why are you interested in Serving as
District Chair for IHFRA?

I want to serve as a District Chair because I believe the independent rep community is the backbone of our industry, yet it’s often underserved and under-represented in conversations around technology, market changes, and retailer needs. IHFRA offers a platform to elevate these voices, and I want to actively contribute by bringing fresh ideas, improved communication, and stronger engagement between reps, retailers, and associations. This role lets me give back, strengthen the Northeast region, and help ensure reps feel supported, heard, and set up for success.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

I bring a network that spans retailers, reps, and vendors — and I can translate what’s happening on the ground into real, actionable feedback for IHFRA. I can help empower reps by sharing insights on digital tools, shifting buyer behavior, and how independent reps can stay competitive in a changing market. I have experience organizing regional events, building engagement programs, and simplifying complex topics (like AI, ecommerce, or marketing) so reps can use them in everyday business. Most importantly, I’ll ensure the voices in our region are consistently represented, heard, and advocated for.

What do you believe are the biggest challenges or opportunities facing independent reps today?

The biggest challenges are fragmentation, rapid changes in how retailers buy, and the increasing pressure to provide more value with fewer resources. AI, digital showrooms, and ecommerce have changed the expectations placed on reps. But the flip side is enormous opportunity: reps who adopt modern tools, deepen relationships, and position themselves as strategic partners — not just salespeople — will win. IHFRA can play a major role in education, advocacy, and creating a unified voice so reps stay competitive and relevant.

How can you help support and strengthen local connections within your region?

I’m already deeply connected with reps, retailers, and manufacturers across the Northeast through events, market visits, and daily collaborations. As District Chair, I would focus on consistent communication, organizing small regional meetups, encouraging cross-rep collaboration, and creating channels where members can share challenges, wins, and opportunities. My goal is to make the Northeast feel more connected, supported, and informed — and to ensure every rep feels like they have a seat at the table.

Lane Brundieck

Company: Johnathan Louis

Role: Sales Professional
Years in Industry: 31

About Me:

I started in furniture in 1994 in retail, held roles in sales, training and management. I left retail in 2011 to become a factory representative. I believe I have a unique perspective - I wasn't raised on the wholesale side and have a strong retail background.   Enough experience to be helpful but trying to avoid getting stuck in the past.

Why are you interested in Serving as
District Chair for IHFRA?

I am passionate about our industry and the need to adapt to changing conditions. My focus is on working with retailers and salespeople to be successful - sustaining and innovating to grow despite fundamental challenges to our business. I believe this perspective is valuable in the role of District Chair.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

My vision is for our organization to help advance our position and create a sense of community among people working towards the same goals. Our chapter has been successful in creating a sense of community and I would like to foster that more broadly - whether through events or just improving connectivity between folks.

What do you believe are the biggest challenges or opportunities facing independent sales reps?

Devaluing of our category (home furnishings) and changing channels of distribution. Working to maintain and improve factory representatives importance despite some retailers and manufacturer's belief/approach that we are unnecessary.

How can you help support and strengthen local connections within your region?

Currently involved with our chapter and working to include areas and representative that are not currently served by chapters. The chapter serves as a local manifestation of the national organization and allows for a more regionally tailored focus.

Geoff Weed

Company: New Classic, Minhas, HTL, Dreamstar Bedding, Protectall, PictureSource

Role: Manufacturer
Years in Industry: 28

About Me:

I began with Ashley in 1997 and remained there for 26 years. During that time I have served on the Board and as President for the Midwest Furniture Club, the Midwest Chapter of IHFRA. During my time as President, I initiated the Midwest Furniture Show, now in its 19th year. Our Chapter earned Chapter of the Year on several occasions. Personally, IHFRA has honored me with the Dean of IHFRA Award as well as the Distinguished Service Award. I was also honored to spend 6 years on the Board of IHFRA, serving as President from 2016-2017. Some of the achievements our Board achieved that I worked on: making FIAG a larger industry event by combining the Presidential Gala and the existing Awards ceremony. We also introduced the Ambassador program, restaffed our executive team, launched a better website, spread and diversified the representation on the Board and reworked the Constitution to give more accurate representation away from the dwindling Chapters. I am currently serving as an IHFRA Ambassador and am President of the Midwest Furniture Show. Professionally, I am driven to do well in business while doing good for the industry and those in need. Personally, my three daughters and family are my cornerstone, my joy and my inspiration.

Why are you interested in Serving as
District Chair for IHFRA?

From IHFRA to the Midwest Furniture Club, to the Midwest Furniture Show I have served as well as lead. I greatly enjoy innovating and formulating plans, and then executing them at a high level. As Daniel Burnham, architect of Chicago's layout, once said "Make no little plans," a credo I greatly believe in. I believe I can contribute greatly to IHFRA's mission, have the experience to help with budgeting and event production and the passion to see IHFRA continue to play a meaningful part in the Industry.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

I'm a big believer in communication. First I would make sure that I am in contact with any Chapters. Second, a frequent newsletter via Constant Contact to members in the States I represent will help help keep members abreast of IHFRA happenings and Initiatives, and of course participation at all Board Meetings, Zoom meetings and market gatherings. I believe in working hard, learning new things everyday and helping where I can. I also believe that each team member should contribute and be supported as requested.

What do you believe are the biggest challenges or opportunities facing independent sales reps?

IHFRA provides excellent benefits, a voice in the industry for the rep, a spectacular annual Awards evening and a crucial newsletter for the Industry. As a Board member and District Chair, echoing the offerings and initiatives of IHFRA to those I represent is vital. Likewise, making sure those represented have a voice in IHFRA policies is the job of District Chair.

How can you help support and strengthen local connections within your region?

As previously stated I am an active Midwest Furniture Club member in Chicago, an Ambassador for IHFRA and I keep an active presence on LinkedIn to keep my professional connections.

Neil Friedman

Company: Primo

Role: Sales Professional
Years in Industry: 60

About Me:

I am the former President of HFRG of Southern California, and I bring a plethora of experience to the table having worked both as a manufacturer and a salesperson in the bedding industry for 60 years. Over the years, my career achievements have allowed me to receive 3 honors from IHFRA. Previously, I served on the City of Hope Board, and I currently hold a position on the Board of Directors for Parkinson's Resource.

Why are you interested in Serving as
District Chair for IHFRA?

I believe in IHFRA and the support the organization gives to sales reps. I believe my experience and reputation could help further IHFRA's efforts of supporting furniture representatives with their challenges.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

I can help IHFRA achieve its mission by bringing my industry knowledge, skills, professionalism, and commitment to continued education. I am dedicated to skillful networking—whether that’s communicating effectively, mentoring new reps entering the industry, or advocating for the issues that impact independent sales professionals.

What do you believe are the biggest challenges or opportunities facing independent reps today?

There are 3 main issues: commissions, territory assignments, and contracts between the reps and manufacturers. I will be a voice in those 3 areas to help those reps become financially successful and maintaining their independence as independent contractors.

How can you help support and strengthen local connections within your region?

Constant communication with reps and retailers on the benefits of membership in an organization, advocating the resources that IHFRA offers to reps and retailers to support them doing business in our industry. Leaving nobody behind in the sales process and supporting them in our industry.

Larry Johnson

Company: Advantage International Marketing

Role: Sales Professional
Years in Industry: 40+

About Me:

I have enjoyed an extensive career spanning 40+ years in the home furnishing industry. I have experience working with several major retailers and representing over a dozen major manufacturers over the course of my career.

Why are you interested in Serving as
District Chair for IHFRA?

I make a better "coach" than a "player" at this point in my career.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

Try to work with the manufacturers and sales reps to develop a "win-win" relationship in serving the retail trade. 

What do you believe are the biggest challenges or opportunities facing independent reps today?

Utilize the marketing tools that are available today to maximize the efficiency and effectiveness of each representative both in brick and mortar stores and through ecommerce.

How can you help support and strengthen local connections within your region?

I still attend the Las Vegas and High Point Markets to assist my daughter, Kristin Johnson with her lines and visit with old friends in the industry.

Todd Gerdes

Company: Arkansas Homefurnishings Association

Role: Other
Years in Industry: 43

About Me:

I am the current Southern District IHFRA Chair, and I would like to re-apply. My drive is found when I help others to become successful

Why are you interested in Serving as
District Chair for IHFRA?

As the Southern District Chair, I feel plugged into helping other reps in the South.

How can you help IHFRA achieve its mission to support, empower, and advocated for its members?

As the Manager of Member Services for the Arkansas Homefurnishings Association I keep in continuous contact with representatives in the 10 states of the Mid-South.

What do you believe are the biggest challenges or opportunities facing independent reps today?

It is a constant message, with constantly changing avenues of communication. "We are here to help you become successful."

How can you help support and strengthen local connections within your region?

I help to coordinate the Southern RoadRunners Sales Representatives, send emails, maintain the website, arhfa.com, publish a regional buyers guide, and attend IHFRA webinars and events, both High Point Markets and both Tupelo Markets.

Use the form below to cast your vote for each region's district chair.