La-Z-Boy To Cut Sales Force - Role Shifts To Consultative Field Reps

Furniture World Magazine

La-Z-Boy Residential announced that it has realigned its sales force as part of the company’s long-term strategic initiative to increase retailer support. As a result, the company will consolidate its sales representatives into 46 territories in the U.S. and Canada and change their role from a traditional wholesale sales force to a more consultative field organization focused on retail performance. “The retail landscape in the furniture business has changed dramatically in the last few years, and we must adjust our dealer support functions accordingly,” said Greg White, vice president of merchandising and sales. “This realignment responds to our evolving retailer base and sets the stage for La-Z-Boy to enhance the services and support we provide dealers to help them compete in today’s challenging retail environment.” The 46 territories in the sales organization will be staffed by more than 100 sales representatives. The consolidation and new sales force roles and responsibilities will reduce the number of representatives required to service retailers properly, resulting in a 20 percent reduction of the sales force, or approximately 30 sales representatives. The territories will continue to be divided into regions managed by a regional sales vice president. “La-Z-Boy management remains very involved in the sales and merchandising process, and our regional sales vice presidents will ensure that all of our retail partners will have a consistent experience with La-Z-Boy throughout this transition,” said White. “We are confident this realignment will not only provide better service to dealers, but also will give us the ability to increase our operating efficiencies and ensure La-Z-Boy brand consistency across all retail channels.” About La-Z-Boy: Headquartered in Monroe, Mich., La-Z-Boy is North America’s largest manufacturer of upholstered furniture and the world’s leading producer of reclining chairs. The company manufactures a full line of products for the living room and family room, including the company’s world-famous recliners, reclining sofas and loveseats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), one of the nation’s largest furniture manufacturers and marketers.