Strategic Retail Associates, A New Bedding Consulting Resource:

Furniture World Magazine

Who has the real power in the bedding industry? Strategic Retail Associates (SRA), a new consulting resource, believes that the retailer has all the power when it comes to selling bedding. Jesse Hogan, SRA principal says, "While the ultimate decision maker will always be the consumer, we believe retailers have a majority of the control over consumers through product selection, advertising, merchandising and the retail selling process. Many retailers, however, fail to leverage that power with the bedding manufacturers. " Hogan continues, "as an independent, objective resource, SRA provides the retailer with sound business advice to help uncover the power inherent in virtually every retail operation. And, SRA can show retailers how to use this knowledge to maximize their bedding profits."' As more and more options become available to consumers (factory stores, the internet, warehouse clubs), competitive pressures continue to grow and retailers must continuously take action to ensure their viability. One way retailers can increase profitability is to negotiate the best pricing and support programs for the products they supply to their customers. In a 1997 survey, retailers indicated one of the most important benefits a manufacturer can provide is an improved profit picture. But rather than provide increased profits for retailers, manufacturers have increased their own margins to the detriment of the retailer and the consumer. At last, a break through concept in purchasing bedding is available to retailers. SRA has developed an exclusive purchasing process that can provide retailers, with the best deal possible from their suppliers. Additionally, SRA brings the retailer previously unavailable bedding manufacturing insight. Ken Garlitz, SRA principle, states, "by using industry research and our bedding manufacturing expertise, SRA can help retailers significantly increase their profitability and return on investment." Garlitz states, "Until now the retailers have been on their own when going into bedding negotiations. Now the retailer has a resource to turn to for help in this critical process: Strategic Retail Associates, Inc. Hogan closed by saying, "We are so confident that we can improve retailers' bedding profits and returns, our fees are based on the savings we achieve for the retailer. Strategic Retail Associates is located in Cleveland, Ohio. For a copy of SRA's presentation "Who Really Has The Power, Our Point of View," call 216-371-1194 or write Strategic Retail Associates Inc., P.O. Box 18550, Cleveland, Heights, Ohio 44118, e-mail: srainc@mailexcite.com. PROFESSIONAL PROFILES The key reasons Strategic Retail Associates will be effective helping retailers improve their profitability is the experience that each principal brings to the retailer. Jesse Hogan offers retailers over 30 years of consumer goods management experience. Most recently Mr. Hogan was Senior Vice President and Chief Financial Officer with Sealy, the largest U.S. bedding manufacturer. One of his responsibilities was the design and implementation of the dealer agreement process. Mr. Hogan was also responsible for reviewing all negotiations between Sealy and their customers. This experience can provide significant insight for the retailer as manufacturer agreements arc negotiated. Prior to Sealy Mr. Hogan served as President of Colombo, Inc. There, he developed a strategic purchasing process which allowed his smaller firm to achieve raw material costs lower than much larger manufacturers. This strategic system is key to the SRA negotiation process and will bring significant financial improvement to SRA clients. Mr. Hogan held operating, planning and financial positions at Alta-Dena Dairies, Bongrain, S.A., Kraft, Del Monte, Heublein and Brown & Williamson Tobacco. Ken Garlitz will provide retailers with additional bedding manufacturing experience. The former Manager of Marketing Services for Sealy, Mr. Garlitz has a thorough understanding of the competitive environment in which retailers find themselves in today. He also has a solid grasp of the variety of bedding products on the market. While at Sealy Mr. Garlitz was responsible for managing the CO-OP advertising budget, a significant source of bedding retailer funding. Mr. Garlitz's professional background includes a variety of experiences with consumer products including books and software marketing, fast food and home appliances including positions with McDonald's and White Consolidated Industries. Retailers can expect major benefits from the experience that Mr- Hogan and Mr. Garlitz bring to them.