Former Serta Chairman Dale Whitfield Joins W.S. Badcock Corp. Board of Directors

Furniture World Magazine

Dale Whitfield, former chairman of Serta, Inc., has been elected to the board of directors of W.S. Badcock. Whitfield is a 33-year veteran of the bedding industry, beginning as a CPA in finance with Crescent Sleep Products Company, a Serta Mattress licensee with operations in the Southeast and Midwest. He progressed to Chief Financial Officer before accepting an appointment in operations bedding where he was promoted to Chief Operating Officer and ultimately to president of Crescent, Inc. Whitfield joined the board of directors of Serta, Inc. in 1991 and was named chairman in 1995. He retired from Serta. Inc. on June 30, 2000. "Dale Whitfield has had a distinguished career 'in the bedding 'industry and brings a great deal of experience and expertise to our board,"' Badcock said. "'We are very pleased and excited to have him Join the Badcock Team and help us continue to grow and prosper." Serta is a 70-vear-old company with the second most recognized bedding brand name in the world. It's flagship product - the Serta Perfect Sleeper is the world's best-selling premium mattress at retail. Serta also is the leading bedding supplier to the hospitality industry. Badcock is one of the largest home furnishings organizations in the country with more than 340 stores and three distribution centers in seven southeastern states. More than 80% of Badcock stores are 'independently owned and operated. The company has a broad line of furniture, electronics bedding and floor covering and has been operation since 1904. It is ranked in the Top 25 furniture retailers in the country.