Simmons promotes Fendrich
By Furniture Today Staff -- Furniture Today, August 29, 2005
Atlanta — Bedding major Simmons has named bedding retail veteran Stephen Fendrich as executive vice president of sales, reporting to Chairman and CEO Charlie Eitel.
Fendrich has been CEO and president of Simmons' Sleep Country USA retail operation. He has 22 years of experience in bedding, and before joining Sleep Country was a founder of The Mattress Firm, one of the largest U.S. bedding retailers.
Kevin Damewood, who had been senior vice president of sales, has moved to divisional vice president of sales, Northeast Region.
"Steve's experience as a mattress retailer will be invaluable to us," Eitel said. "His insights should help us gain a deeper understanding of our retailers' needs.
"I believe Steve's successful track record of improving sales and profitability at Sleep Country, while at the same time creating a culture of creativity and growth, demonstrates his leadership capabilities."
Fendrich will retain his Sleep Country responsibilities until a successor is named.
Simmons said the personnel changes were the latest step in its restructuring strategy to more effectively align resources and streamline operations.
