Michael Genrich currently serves as Sr. V.P. of Sales and Marketing for Furniture of America, a company that has been established to combine the strengths of 5 existing furniture sourcing and distribution companies into one larger, stronger Brand. Michael started his four decade furniture career in the warehouse at Levitz Furniture in 1970 in San Diego. After serving in the US Army for 3 years, he returned to work for Levitz Furniture in 1975 and started his “selling” career. In 1979 he joined the Futorian Corporation as a sales representative in Arizona and Las Vegas. In 1983 he joined Soil Shield, a fabric protection company and distributor of DuPont’s Teflon as National Sales Manager. Soil Shield was recognized by Inc. Magazine as one of the five hundred fastest growing privately owned companies in America in 1988. Also that year Michael was nominated for the DuPont “Future Leadership Award”. Michael moved back into the retail side of the business in 1993 as V.P. of Sales and Training for Krause’ Sofa's where he managed a sales increase in the ninety store chain that beat projections two years running. He also successfully managed the merging of two sales strategies during the acquisition of Castro Convertibles.In recent years, Michael has held top level sales and marketing positions with, Coaster, Blackhawk, Sandberg, and AICO. Michael has traveled extensively in Asia and is well versed in areas of the furniture import business including manufacturing and product development for OEM, as well as sales and product sourcing for “Big Box” and large Retailers. Michael also serves on the board of directors and is currently serving as The President of the California Furniture Manufacturers Association. He has served on the West Coast City of Hope Golf Committee for the furniture Industry for the last 20 years. In June of 2021 Michael is being honored with City of Hope's prestigious "Lifetime Achievement Award" for 2020 and (Because of Covid-19) 2021.