SANTA ROSA -- Barry Friedman officially has assumed the role of chief executive officer and president of Friedman's Home Improvement, executing a long-planned transition of leadership for the Santa Rosa-based home improvement retailer.

Bill Friedman, former CEO, will leave that role while continuing to guide the company's long-term strategic vision as chairman of the Friedman's board of directors. The selection of his son, Barry, as successor marks the third generation of Friedmans to lead the 67-year-old company.

Prior to his transition to CEO, Barry Friedman, 34, served most recently as vice president of operations. He has a 10-year history with the company.

"Having worked side-by-side with Barry over the past 10 years, I know that we are aligned on Friedman's business strategies and priorities and the board and I have great confidence in his ability to lead our team forward," Bill Friedman said.

The transition comes at a time of expansion for Friedman's Home Improvement, with plans to open a long-awaited, 78,000-square-foot Petaluma store with an attached lumber yard in early 2014. The location will also include a 35,000-square-foot dry shed.

The company also has locations in Santa Rosa, Sonoma and Ukiah.

"It's a privilege to be appointed CEO, a position I've been preparing myself to grow into for many years. I am incredibly excited by what the future holds for Friedman's," said Barry Friedman.

The advancement to CEO was effective Monday.