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Palliser redefines top roles

By Michael J. Knell -- Furniture Today, April 14, 2002

WINNIPEG, Manitoba — Palliser Furniture has reorganized its executive team as part of a growth strategy that will leverage its strengths in an emerging global marketplace.

"This change provides a foundation for the future as we continue to grow and change," said Art DeFehr, president and chief executive officer of Canada's largest manufacturer of assembled household furniture.

In addition to DeFehr, the executive team includes four newly promoted senior vice presidents, all Palliser veterans — Al Doerksen, senior vice president/operations; Reg Kliewer, senior vice president/finance and chief financial officer; Roger Friesen, senior vice president/merchandising and customer relations; and Peter Tielmann, senior vice president/marketing and business development.

Previously, all were vice presidents with similar, although more narrowly defined, responsibilities.

"An important part of this new organizational direction is that each of these senior executives has responsibilities that cross the entire company. They will work as a team to solve problems and create common purpose and direction," said DeFehr. "Each person has exceptional skills and experience in the area assigned and I believe this creates the basis for success in the coming years."

Doerksen will be responsible for all operations, including manufacturing, supply and human resources for both the upholstered furniture and case goods groups. He also will be responsible for logistics related to warehousing, shipping and import programs.

Friesen's role is focused on Palliser's customer base and combines merchandising, sales and customer service. This includes the development and management of product lines, pricing, sales organization, order management and capacity planning.

"This new combination of functions allows the company to strengthen relationships with customers by better meeting their needs for product and profitability," DeFehr said.

As CFO, Kliewer is charged with board and shareholder relations, accounting, finance and corporate services. He will be responsible for Palliser's non-furniture investments, such as its High Point showroom building at 220 Elm.

Tielmann's responsibilities will include positioning, brand and image development, creative direction, advertising and showrooms, product design direction and management.

He also will focus on new business development such as the rollout of EQ3 and Palliser Rooms, as well as international operations and initiatives, and new investments and acquisitions. These initiatives will be managed in marketing until they mature and are integrated into Palliser's core business.

"I will become less involved in day-to-day issues and will focus more on areas of corporate development and long-term strategy, both critical to the company's future in the changing global marketplace of today's furniture business," said DeFehr.

DeFehr

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