Remembered for his kindness, respect and generosity, Lorberbaum worked hard to grow his rug business Aladdin Mills, which he founded in 1957 with his late wife Shirley. What began as a small mill at the site of a former skating rink would grow to become one of the industry's leading carpet and rug manufacturers and a proving ground for innovations that helped set a new standard of quality and efficiency in the industry.
Among his many achievements, Lorberbaum was one of the first carpet producers to invest in fiber extrusion. He also adopted new methods that led to greater efficiency in production and distribution, or what he called "sudden service." He said that his customers should always receive a higher level of service than the going industry standard, and backed up his words by investing in a highly efficient trucking and distribution network.