We are pleased to announce Adrian Parra has joined the organization as Director, Creative & Marketing, for HBF | HBF Textiles, reporting to Casey Baxter, VP | GM, HBF.              
In this position, Adrian will be responsible for HBF and HBF Textiles brand vision and consistency across all client touchpoints. Adrian’s responsibilities include driving the brand vision and strategy prudently ahead of market influences and trends, ensuring their continued growth as an inspired premium brand.

The following members report to Adrian:
– Austin Heck, Marketing Manager

Adrian joins us from Floyd, a direct-to-consumer e-commerce furniture manufacturer, where he was responsible for all aspects of brand marketing. Prior to that he was a marketing consultant working directly with marketing leadership at Humanscale and Herman Miller. Adrian has over 15 years of experience in the contract furniture industry. He honed his skills in design storytelling and experiential selling during his tenure at Vitra & Artek, where he served as Head of Marketing for the North American subsidiary. His skills include strategic planning, brand development, public relations, integrated marketing, and establishing lasting relationships with dealers, independent reps, designers, and end users.
Please join me in welcoming Adrian to the organization.