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ViscoSoft Hires Former Martha Stewart Living Omnimedia Executive

Furniture World News


Mattress, pillow and protector manufacturer ViscoSoft announced recently that they’ve retained consultant Heidi J. Diamond of Diamond Enterprises and Future Value to direct strategic planning and integrated marketing initiatives. Diamond will work with ViscoSoft’s executive management, marketing and sales teams to position a variety of retail and direct-to-consumer programs for the Charlotte-based company.

“We’re confident that Heidi’s proven track record of success with cross-platform innovation in digital, e-commerce, television, print, out-of-home, radio, sponsorship, events and cause marketing will translate into winning strategies for us, our retail partners and consumers,” said Gabriel Dungan, ViscoSoft founder and CEO.

Diamond has been working together with the ViscoSoft marketing team to identify core consumer segments and ideal messaging directed at each target audience to capitalize on the retailers' and consumers’ wants and needs. Retailers will see changes in packaging, branding, and promotional efforts beginning with the summer 2017 Las Vegas Market.

“We have a great product line and a very aggressive pricing structure but we knew from the beginning that our greatest success would come from combining our branding and marketing efforts together with those of our retail partners. Working with Heidi represents a major leap forward in achieving this goal,” said Dungan.

Diamond, former president of Martha Stewart Living Omnimedia, devised the brand’s launch into furniture, flooring, paint and top-of-bed during her tenure at MSLO and is noted for her efforts in repositioning the brand post-Stewart’s legal battles. Following Stewart's incarceration, Diamond took her division from a deficit of (-)$10M to a (+)$50M revenue gain, domestically and internationally, in the space of less than 12 months. Diamond’s past corporate endeavors have included stints as executive vice president, Sony/Liberty Media/GSN; executive vice president, AMC Networks/AMC/WE/FUSE; senior vice president, Scripps Networks/Food Network as well as chief marketer for a variety of consumer product brands.

"I look forward to increasing ViscoSoft's presence in the furniture industry by positioning, developing and executing strategic integrated marketing initiatives," said Diamond. "The brand has a lot of momentum and we're excited to continue to build valuable relationships with retailers."

More about ViscoSoft: ViscoSoft has offices in Shanghai, China and Charlotte, North Carolina and has been manufacturing and supplying private label programs for major retail chains for more than 10 years. Their first US showroom opened on 5th Avenue in New York in 2014, the headquarters moved from Shanghai to Charlotte in 2016 and the company is set to open their new showroom, A-940, at the Las Vegas Market on July 30th.

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