CHICAGO – Multi-category home textiles, décor and furniture supplier JLA Home has hired an industry vet with 25 years in textiles and 23 years in hospitality to lead the company’s newest division.

Brett Rife joins JLA as president of sales and divisional leader of hospitality. Reporting directly to CEO Edmund Jin, Rife will spearhead the company’s efforts to build and grow its presence in the hospitality sector.

He most recently served as vice president of sales for Keeco and led the hospitality division through Keeco’s merger with Hollander in late 2022. Additionally, Rife has been an active board member for the Home Fashion Products Assn. and chairman of the American Down and Feather Council (a subsection of the HFPA).

“Brett’s extensive experience in textiles and hospitality, along with his deep product knowledge and esteemed industry reputation, make him the ideal choice to lead this new venture,” said Jin.

JLA established businesses and robust e-commerce platform position it well for hospitality, the company said in its announcement. Rife will act as a conduit to all avenues of hospitality, from international brands to small independent hotels, as well as the distribution networks that serve them.

He also will explore innovative ways to integrate hospitality with JLA’s other businesses.

Continuing to be based in Chicago, Rife will collaborate with JLA’s global offices to develop the business.

E&E Co. Ltd (dba JLA Home) was founded in 1994 and operates a global sourcing network that includes China, India, Pakistan, Vietnam, Indonesia, Malaysi and Turkey. JLA distributes through five large warehouses on the East and West coasts, featuring advanced automated pick and pack systems.

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