Brett Rife

Brett Rife brings 25 years of experience in hospitality and home furnishings to ILHA. As President of Sales and Divisional Leader of Hospitality at JLA Home, he leads the company’s hospitality business and its partnerships with hotel brands and operators. His career in sales, training, and business development has centered on building strategic partnerships, expanding market presence, and helping hotel brands improve guest loyalty and satisfaction scores across the guest room experience.

Brett has built hospitality business segments at some of the largest home furnishings companies in North America, establishing and scaling operations across both domestic and international markets. He has developed sales presence in Europe and Asia Pacific, launched private-label and B2B programs for the hospitality channel, and secured endorsed-supplier placement with some of the largest hotel brands in the world. Throughout his career, he has partnered with brands including Marriott, Choice Hotels, Omni Hotels, Hyatt, and The Ritz-Carlton, among others, to develop and implement product standards, including setting brand bedding standards for several of the world’s most recognized hotel chains.

Product education has been central to Brett’s approach throughout his career. He has developed training and educational platforms at Pacific Coast Feather Company, Keeco LLC, and JLA Home, creating resources that serve both retail and hospitality customers with product and materials training, care information, and service throughout the entire sales process—from development to in-property maintenance. His work is grounded in innovative product development, outstanding service, and needs-based solutions that improve the quality of the guest experience while driving efficiencies for hotel operators.

Brett has served on the Board of Directors of the Home Fashion Products Association and the British American Business Council, as Chairman of the American Down and Feather Council, and on the Supervisory Board of the International Down and Feather Bureau. He is a graduate of Michigan State University and has been recognized for service excellence and product innovation throughout his career.

Brett continues to focus on strengthening relationships with hoteliers and building a strong foundation of education around home furnishings products and their applications within the hospitality space.