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Caber Sure Fit realigns sales, marketing functions

MARKHAM, Ontario — Caber Sure Fit, a provider of furniture and bedding protection products, has realigned its sales and marketing functions with the aim of increasing its profile and its portfolio of top-of-bed accessory products with retailers throughout North America, the company said.

Mark Dentale and Lisa Mellet, who led the company's sales in the United States and Canada, respectively, will now focus their attention on two sales channels.

Dentale becomes division vice president of upholstery and bedding, selling bedding accessories to mattress and furniture retailers, including baby stores. He is an industry veteran who joined Caber Sure Fit in May.

Mellet becomes division vice president of home innovations, which sells the organization's DreamSerene, Furniture Skins, QuickCover and Sneaky Sheets products to retailers that do not sell mattresses, including department, big box, home healthcare, pet and hardware stores, as well as pharmacies and shopping channels.

Together, they will have oversight of more than 15 independent sales agents, as well as new sales representatives recruited to help expand sales. This new structure will extend to the sales and marketing functions, which will now be integrated into every division, equipping the sales agents with customized materials.

"As our North American sales channels became more clearly defined, we realized we could better maximize our resources and provide more comprehensive service to our dealers and customers by creating a continental region," said Caber Sure Fit President and CEO Bernard Weinstein. "We are excited about the direction this new structure gives us. Through this leaner organization, we further seal our commitment to being a North American company offering groundbreaking bedding solutions and providing our sales force with the support they need to grow relationships with retailers from Newark, N.J. to Walla Walla, Wash., and Ottawa, Ontario."

Based in Markham, Caber Sure Fit produces a range of décor enhancement and protection products for business-to-business and business-to-consumer companies in partnership with Li & Fung Ltd.


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