joanna c. maitland
Joanna C. Maitland (b. 1919 d. 2009), president of Joanna Maitland Associates, was active in the furniture industry for 25 years. A former director of consumer affairs of the Sperry and Hutchinson Company, parent of eight furniture companies, she became an early advocate to identify consumer furniture wants and needs and to increase market share by educating them.
While at S&H, Maitland became director of communications for the UFAC, Upholstered Furniture Action Council--the voluntary flammability industry program. For the next 25 years she developed programs, materials, and organized semi-annual mart press breakfasts.
She served as managing director of the American Furniture Hall of Fame from 1991 to 2006, overseeing exhibits, archives, print, and video production.