Daughter of Royalty Founder Named CEO
Irvine, CA, July 15, 2013 -- Royalty Carpet Mills has named Andrea Greenleaf president and CEO.
Mike Derderian, the company founder, was also her father.
“My father used to say ‘be a leader, not a follower, and never look back – don’t stop moving forward.’ That day has arrived and in his honor, I intend to stay true to his vision of keeping Royalty competitive as a high quality brand with superior value products. My first steps were to chart a new course with an updated brand ID and several new product introductions.”
The first wave of new products begins with Camelot, Royalty’s high‐end residential line, and will be followed shortly by other new Royalty products, the company said
The new rebranding also includes the tagline, “A California Manufacturer,” which adds emphasis to the fact that Royalty is the only privately owned West Coast carpet manufacturer vertically integrated throughout the manufacturing process.