The BSF Story
The BSF Story
Driven by founder David Codoluto’s passion for large-scale hospitality projects, BSF has always pushed the boundaries of innovation and service. Our initial goal was clear yet ambitious: to help designers, hotel owners, and purchasing agents excel by offering cutting-edge capabilities and exceptional customer care.
Starting with just a few sales reps, BSF has grown into one of the largest suppliers of custom hospitality seating and casegoods and a preferred vendor for industry-leading brands worldwide. This impressive growth is a testament to our lasting client relationships, meticulous engineering, and unwavering commitment to quality.
Engineering
Excellence
with Precision
and Care.
Our custom furnishings are crafted with meticulous care so that every brand standard is met to perfection. With precision engineering and flawless finishes, we breathe life into every designer’s vision, creating exquisite pieces that endure. Our collaborations with global industry leaders lend us a breadth of knowledge and experience that guarantees excellence. With expansive global manufacturing capabilities, we guarantee that our creative solutions align with your timelines and budgets, regardless of your location. Guided by our customer-first commitment and supported by cutting-edge tracking technology, we ensure total transparency and deliver high-touch personalized service at every turn.
Engineering Excellence with Precision and Care.
Engineering
Excellence
with Precision
and Care.
Our custom furnishings are crafted with meticulous care so that every brand standard is met to perfection. With precision engineering and flawless finishes, we breathe life into every designer’s vision, creating exquisite pieces that endure. Our collaborations with global industry leaders lend us a breadth of knowledge and experience that guarantees excellence. With expansive global manufacturing capabilities, we guarantee that our creative solutions align with your timelines and budgets, regardless of your location. Guided by our customer-first commitment and supported by cutting-edge tracking technology, we ensure total transparency and deliver high-touch personalized service at every turn.
Team Leaders
After graduating from Texas Tech University in 1996, David's job with JM Lynne Wallcoverings ignited his passion for the hospitality industry and brand building. Hired to establish their presence in Texas, he quickly rose to management roles, overseeing the Southwest and West Coast divisions.
When Designtex Fabrics acquired JM Lynne, David led the newly merged West Coast teams to achieve dynamic sales growth. His success prompted the company to task him with creating a new hospitality division.
In 2011, David co-founded Brand Standard Furnishings. By focusing on honesty and transparency, BSF has grown into one of the largest custom hospitality casegood and seating manufacturers in the three to five-star space.
Outside of work, David enjoys golfing, snow skiing, boating, and basketball.
David Codoluto
Principal
Ken, with over two decades of expertise in hospitality manufacturing and sales, serves as the Senior Vice President at BSF. He spearheads strategic sales initiatives and revenue growth, leading a team of 20 sales professionals across the United States and Canada. Ken's rich background in the hospitality sector spans textiles, lighting, seating, and now includes casegoods. His passion inspires his team to deliver exceptional service while tackling the industry's most unique and challenging furniture creations. Ken takes pride in BSF's entrepreneurial spirit, incredible customer focus, urgency, and commitment to sustainability, health, and well-being. Outside of his professional pursuits, Ken dedicates time to serving the homeless in LA, cherishing moments with friends and family, and enjoying life with his beloved fur baby, Harley!
Ken Koneck
Senior Vice President Sales
Barb Soberski leads custom casegood and upholstery manufacturing for hotel properties across the Midwest. She came to the role from years on the procurement side, sourcing and delivering product for hotels and multifamily developments, a vantage point that gives her a ground-level read on the pressures owners, designers, and contractors face every day. That perspective shapes how she runs each project: custom work tailored to a property's vision and budget, deep product knowledge spanning historic hotels, multifamily, restaurants, and event venues, and a milestone-driven process that keeps all stakeholders aligned and on budget. Barb believes great delivery comes down to communication, and she backs her local reps so that clients and design partners walk away proud of the result and ready to do it again.
Barb Soberski
Regional Vice President of Sales, Midwest
Angela Esposito has spent more than a decade at the intersection of design and commerce. She leads sales strategy and revenue growth across the Eastern states, drawing on a career spanning high-end FF&E, contract sales, and brand development. Prior to BSF, she launched the Custom & Contract division at Jaipur Living, the world's largest maker of handmade rugs, and led its national sales team. Before that, she directed luxury design strategy for InterContinental Hotels Group's Regent and InterContinental brands, helping steer a multi-year, $200M transformation. Angela holds an MBA from Emory's Goizueta Business School and a BBA from the University of Georgia. Outside work, she's an avid traveler who treasures time with her husband, Mike, and son, Nick.
Angela Esposito
Regional Vice President of Sales, East
Ansley Sanderson brings 13 years of hospitality experience to her role as National Key Account Manager, with a specialty in upholstery and brand development. She's drawn to the sales side precisely because it touches every part of a project, from pricing a designer's vision to partnering through shops and finishes to see it realized. She holds a high bar at each step until the finished piece earns it. That collaborative reach, across designers, partners, and her own team, is where she does her best work. Ansley lives in Athens, Georgia, with her husband and three children. When she's not managing projects and driving sales, she's on the tennis court or traveling somewhere fun with the family.
Ansley Sanderson
National Key Account Manager
With over two decades of retail management experience, Daniel Jordan mastered crucial communication, leadership, teamwork, time management, adaptability, and problem-solving skills, forming a solid foundation for his exceptional project management abilities. After selling the retail business, Daniel pursued his lifelong passion for design, building, and creating in the hospitality industry, seamlessly transitioning his expertise to project management roles. At BSF, Daniel is a mastermind of efficiency and unwavering standards. His collaborative approach and organizational prowess help keep our projects on track and within budget so we can consistently deliver exceptional quality. When not spearheading projects, Daniel likes to stay active. He relishes traveling adventures with his wife and finds balance through running and golf.
Daniel Jordan
Director of Projects
With over 20 years of experience in the furniture industry, Mirna Ruano has been an integral part of the BSF team for nine years. As the Quoting Department Manager, Mirna’s strategic mindset and leadership skills drive her team to anticipate client needs and tailor quotes that exceed expectations. Her keen insight into market trends and competitor pricing keeps BSF at the forefront of the industry. Beyond her professional achievements, Mirna thrives in her role as a loving wife and dedicated mother to two daughters. Her cherished moments are spent with her family, creating lasting memories and nurturing meaningful connections. Mirna's enthusiasm for furniture design is equaled by her commitment to her family, shaping a fulfilling life that blends career accomplishments with profound personal joy.
Mirna Ruano
Director of Estimating
Lex Alvarado brings more than a decade of experience across construction, design, and manufacturing to the role of Senior Project Manager at BSF. After coordinating studio operations at Gensler and managing projects for California construction firms, she joined BSF in 2023 and stepped into the Senior Project Manager role in 2025. That range of disciplines shows up in a technical command of how things get built, paired with a designer's instinct for how they should look and feel. Lex has a knack for getting up to speed on unfamiliar, complex challenges fast and runs every project with precision, efficiency, and a commitment to quality.
Lex Alvarado
Senior Project Manager
Friskana Lie has spent five years in hospitality furnishings, all of it within BSF's Quoting Team, where she worked her way up from coordinator to estimator. She analyzes the details of every project, studying specifications closely and monitoring market trends day to day, so BSF can reliably submit bids that are both competitive and sound. It takes a steady, detail-driven hand to price a project well, and that's what Friskana brings to every bid. Quoting is where a project's discipline begins, and her methodical focus gives clients confidence in the numbers that set a project in motion.
Friskana Lie
Estimator
Christine is a Project Coordinator at BSF, where she keeps hospitality furniture projects organized, on schedule, and moving steadily forward. From initial approvals through the production process, she's the connective thread among project managers, designers, factories, and purchasing, tracking what each stage needs and ensuring nothing slips between them. It's detailed, demanding work, and Christine brings the kind of steady follow-through that keeps even the most complicated jobs on course. Colleagues and clients count on her for clear, consistent communication and a real commitment to quality service. Dependable and easy to work with, she's a quiet contributor to the precision BSF is known for.
Christine Nierras
Project Coordinator
At 20, Ha'ani Lujan followed a family member into the hospitality industry and quickly made it her own. She started as a project coordinator, grounding herself in the details of program work and building a foundation that now spans eight years in the field. At BSF, she grew into the face of the Holiday Inn Express (HIEX) program, leading a small team and taking real pride in everything they delivered. Today, she focuses on custom projects while helping shape program development. She is drawn, as ever, to the moment a design concept becomes something built and real. It's work that rewards both creativity and follow-through, and Ha'ani holds a high bar on each.
Ha'ani Lujan
Project Manager
Charlie Lin brings more than 17 years of experience in import operations, freight coordination, and international supply chain management to his role as Logistics Manager. His career has moved through import analysis, project management, and logistics leadership, building deep expertise in carrier negotiations, factory coordination, compliance, and freight budgeting. At BSF, he oversees transportation, warehousing, freight coordination, and delivery scheduling for hospitality furnishings projects, working closely with clients, vendors, carriers, and project teams to ensure each piece arrives accurately and on schedule. It's exacting work with little margin for error, and Charlie meets it with organization, clear communication, and customer focus. He's a dependable hand behind the logistics that get BSF's craftsmanship where it needs to be.
Charlie Lin
Logistics Manager
Monica Diaz came to hospitality from a background in retail management, brought into the industry by a trusted colleague. She quickly found herself drawn to custom furniture and the distinct journey behind every project. Eight years into custom hospitality furniture, she works hand in hand with the quoting, logistics, and engineering teams to keep each project aligned as it moves from drawings to installation. She has a real appetite for the problem-solving that custom work demands, where no two jobs unfold the same way, and she keeps a close watch on the details that carry a project through. Monica takes pride in seeing complex pieces land exactly as they were drawn.
Monica Diaz
Project Manager
We pride ourselves on deep expertise and attentive customer service. Our dedicated, innovative team creates a seamless client experience.
