Thomas Russell — Furniture Today,
Importer, manufacturer looking to grow


PHILADELPHIA — Case goods and upholstery importer and manufacturer Home Line Inds. has hired industry veteran Joe Savovic as executive vice president, a new position.

Savovic most recently held executive positions at contemporary case goods specialist IdeaItalia. From 1996 to 2012, he was at case goods source Progressive, including eight years as president of the domestic manufacturing group. From 1986 to 1996, he was a senior vice president at case goods maker Pilliod.

At Home Line, he reports to co-presidents Bret Vernekoff and Josh Verne. Savovic will oversee 31 sales representatives, a figure that likely will grow this year as the company looks to grow its sales through its existing core business and new distribution.

Started 40 years ago, Home Line sells bedroom, dining room, occasional, home entertainment and youth furniture. Retail prices range from $99 for cocktail tables to $6,000 to $7,000 bedroom sets. It also sells a line of bedding, recliners and other motion upholstery.

In a statement, Vernekoff and Verne said company officials have known Savovic for about 30 years.

“Joe’s background in sales, marketing, specialized distribution channels, product development and manufacturing brings Home Line a unique set of skills that will complement our current seasoned executive staff,” they said.

Savovic said Home Line’s corporate culture, including a respect for its sales associates and a dedication to making it easier for the customer to do business, has given it staying power.

This year, Home Line will pursue a growth strategy that includes showing product outside its normal realm. In March, it will make its debut at the High Point Market at a second floor space in the Wright Building on North Main Street.

The company has been bringing dealers to private showings each January at its two 18,000-square-foot showrooms in Philadelphia and Chicago. It will continue with those shows in addition to exhibiting at the spring and fall High Point markets.