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Caber Sure Fit Strengthens Its Position In North America By Realigning Sales And Marketing Operations

Furniture Industry News Update - Furniture World Magazine
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Article Summary: Mark Dentale becomes division vice president of upholstery and bedding. Lisa Mellet becomes division vice president of home innovations.


Caber Sure Fit, announced that it has strengthened its leadership in the North American furniture and bedding protection market by streamlining its sales and marketing functions on the continent. The realignment is aimed at increasing Caber Sure Fit’s profile and its portfolio of innovative top of bed accessory products with retailers throughout North America.

Mark Dentale and Lisa Mellet, who led sales in the United States and Canada, respectively, will now focus their attention on two different sales channels. Dentale becomes division vice president of upholstery and bedding, selling bedding accessories to mattress and furniture retailers, including specialty mattress, furniture and baby stores. He is a long-time industry veteran who joined Caber Sure Fit in May 2012. Mellet becomes division vice president of home innovations, which sells the organization’s DreamSerene,™ Furniture Skins,™ QuickCover™ and Sneaky Sheets™ products to retailers that do not sell mattresses, including department, big box, home healthcare, pet and hardware stores, as well as pharmacies and shopping channels.

Together, they will have direct oversight of more than 15 independent seasoned sales agents in the field, as well as new sales representatives recruited to help expand sales. This flatter structure will extend to the sales and marketing functions, which will now be integrated into every division, equipping the sales agents who are well-versed with the customer needs in their territories with customized materials.

“As our North American sales channels became more clearly defined, we realized we could better maximize our resources and provide more comprehensive service to our dealers and customers by creating a continental region. We are excited about the direction this new structure gives us,” said Caber Sure Fit President and CEO Bernard Weinstein. “Through this leaner organization, we further seal our commitment to being a North American company offering groundbreaking bedding solutions and provide our sales force with the support they need to grow relationships with retailers from Newark, New Jersey to Walla Walla, Washington and Ottawa, Ontario.”

Based in Markham, ON, Caber Sure Fit Inc. produces a stylish range of innovative décor enhancement and protection products for both B2B and B2C companies in partnership with global sourcing leader Li & Fung Ltd. Designed using cutting-edge technologies, Caber Sure Fit is dedicated to enhancing the lifestyles of today’s savvy consumers through its extensive line of products that refresh, transform and protect valuable home furnishings, as well as safeguard personal environments and invaluable good health. For more information visit www.CaberSureFit.com.

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