Häfele America, a global leader in lighting, hardware solutions, and fittings for residential and commercial applications, is pleased to announce the appointment of two new directors. Chelsea Stoyanoff is now director of kitchens and bath, and Mae (Holler) Rodgers has been appointed director of closet and storage organization.
These appointments underscores the company’s continued commitment to nurturing internal talent and supporting professional development as essential components of its long-term success.
Since joining Häfele’s Furniture Business Group in 2018, Stoyanoff has made significant strides in the company, managing key OEM accounts and building strong relationships within the industry. Her exceptional leadership and strategic vision led to her promotion to sales manager in 2021, director in 2022 and Woodworking Network’s 40 Under 40 award in 2024.
Stoyanoff has navigated industry challenges throughout her tenure, demonstrating resilience and driving growth, especially during the post-COVID period. In her new role, she will focus on expanding Häfele’s presence in the kitchen & bath vertical, continuing to build upon the company’s innovative solutions for designers, builders and manufacturers alike.
“At Häfele, we believe that the growth of our people is directly tied to the growth of our company,” said Hugh Rose, director of sales at Häfele America. “Our values—especially the belief that ‘We recognize performance and appreciate those who accept challenges and responsibility’—are reflected in this promotion.”
Rodgers began her journey with Häfele in customer service, quickly advancing to outside sales before moving into product/category management. Over the years, she has honed her expertise across various verticals, culminating in her recent role overseeing the closet and storage organization category. Her in-depth industry knowledge and passion for residential and commercial organization will serve her well in her new position. Rodgers will work closely with Mike Brewer, the current director, as he prepares for retirement later this year, ensuring a smooth transition for the team.
Stoyanoff and Rodgers will represent Häfele America during the Kitchen & Bath Industry Show (KBIS) in Las Vegas on Feb. 25-27, 2025. Häfele will showcase its latest innovations in closet customization and storage solutions at booth #N3227.
