As co-leaders of Morgan Li, a third-generation, family-run manufacturer of display fixtures and dormitory furniture, brothers Andy and Jonathan Rosenband have a partnership that blends their different strengths with a shared vision for growth. Taking the reins in 2009, Andy, CEO, and Jonathan, President, had a clear goal: To evolve the business beyond its strong legacy. This mindset has guided their leadership at the Illinois-based firm.

The brothers’ paths at Morgan Li were distinct. Jonathan grew up working in the business from a young age, gaining first-hand knowledge of every facet of the operation, from the shop floor to the office and everywhere in between. 

Andy’s journey was not as linear. A professional soccer player before joining the company, the skills he learned on the field — discipline, teamwork, and the ability to navigate different personalities — have translated seamlessly into his role today.

The balance of their skills is a core strength of their partnership. “Jonathan is more factory-forward and boots-on-the-ground, while Andy has leaned more into strategy and relationships.” Complementing each other, they make a great team.

That teamwork helped overcome some early challenges. “When we took over, Morgan Li wasn’t the name-brand vendor in the room,” they shared. “Sure, we had a legacy, but we weren’t on everyone’s radar and it was hard to convince big retailers to give us a shot. There are a lot of legacy players in our space, and breaking through that noise, earning that trust, wasn’t easy.” 

Morgan Li’s ability to manufacture both domestically and offshore proved to be a difference maker. “One of the best decisions we ever made was doubling down on U.S. manufacturing when everyone else was leaning away from it. That move gave us a flexibility most of our competitors don’t have,” they noted. “We can start programs domestically and scale them offshore, depending on what the client needs. It’s that optionality that’s become one of our greatest strengths.”

This strategic decision also proved critical when the company faced its biggest challenges. The combination of the COVID-19 pandemic and a 2023 fire that destroyed one of its factories could have been major setbacks, but instead became “inflection points.” “Because we’d already invested in both domestic and offshore capabilities, we had the flexibility to pivot when others didn’t. That long-term strategy, to be as strong in the U.S. as we were abroad, proved itself over and over again. It helped us not only survive but grow in moments when the rest of the industry was standing still.”

Opened this year, the 240,000-square-foot state-of-the-art facility, built on the site of the fire-damaged warehouse in Chicago Heights, showcases this resilience. “We didn’t just build for now, we built for what the future of manufacturing will look like. This new space allows us to operate more efficiently, bring everything under one roof, and expand what we’re capable of delivering. It’s a big leap forward, not just for us, but for what we can offer our clients.”

The Rosenbands’ business philosophy is expressed in their simple mantra: More Than Made. “We’re not just making things, we’re building partnerships,” they explained. This means approaching every project as a collaborator, not a transactional vendor. They also take pride in working on “messy or complex projects” and helping emerging brands grow from e-commerce startups to full-blown retail presences.

“That’s the stuff we talk about around here with pride.” 

Looking ahead for Morgan Li, “We’re pushing for 30 percent revenue growth, but it’s not just about top-line numbers. We want to keep doing what we do best — delivering for our clients, moving quickly, and being the partner they call when others say no. That means continuing to reduce lead times and keep investing in our people and facilities.” 

Student housing is a major area of growth. “We see a lot of opportunity to expand our footprint and bring new solutions to that space, and we’re excited about what the next few years hold.” 

Beyond business, the company and brothers are committed to helping the community. Causes include Joey’s Afterglow, a foundation started by a partner in memory of his son and dedicated to spreading kindness through toy drives and other efforts. The brothers also support several other organizations, including local animal rescues and Illinois Action for Children, whose board Andy served on.

One initiative they are especially proud of is bringing high school students into the facility, and exposing them to careers in woodworking, welding, and manufacturing. “It’s about opening eyes and opening doors, especially for kids who may not have had access to those opportunities otherwise.”

Outside of work, spending time with family is paramount. For Andy, a lot of his free time is spent at his sons’ practices, games, “or just kicking the ball around with them in the backyard,” He also enjoys running. Jonathan, too, enjoys attending his kids’ sporting events and also playing golf. The families also vacation together often.

Quick Glimpse: Andy Rosenband

• Education: BA from DePaul University
• Number of years at the company: 16 years
• Number of years in the industry: 16 years
• Word that best describes you: Compassionate. I’m a people-first leader. I care deeply about the folks I work with whether that’s a teammate on our shop floor or a long-time client.
• Business mantra: More Than Made.
• Best advice: A soccer coach once advised, “Do your job and help your teammates.” In business, it means owning your role, but also lifting up the people around you – making sure the next department, the next vendor, the next person down the line is set up for success. 
     Dad’s advice, “Don’t be afraid to ask for what you’re owed.” It’s about knowing your value and standing by it. That’s especially important when you’re building a business from the ground up.
• Who have you tried to emulate: My dad, Phil. He taught me so much about what it means to be a strong, sincere businessperson. He was always client-first, transparent and hard working. I’ve carried those values with me through every stage of this journey.

Quick Glimpse: Jonathan Rosenband

• Education: BA from Stetson University
• Number of years at the company: 13 years
• Number of years in the industry: 34 years
• Word that best describes you: Passionate. I’m fully committed to whatever I take on. When I lock into a project, I bring intensity, urgency, and a deep sense of responsibility—not just to the work, but to the people around me. I want our team to be energized, focused, and moving with purpose.
• Business mantra: More Than Made.
• Best advice: Keep customers happy and they’ll keep coming back.
• Who have you tried to emulate: My dad, Phil. I grew up watching him work hard while always making time for his family. He’s shown me how to balance a successful career with all the other important parts of life.

About the Wood Industry Market Leaders: This marks the 17th year Woodworking Network has paid tribute to outstanding men and women who have made an impact, not only at their companies but within the various wood products industries. Since 2009, more than 100 industry professionals have shared their influencers, insights and strategies.  Read more about the 2025 Market Leaders and past honorees at WoodworkingNetwork.com/Market-Leaders.