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Mark Baron to lead ‘transformation' in Serta, Simmons operations

Jay Patel to have responsibility for all 40 company plants

HOFFMAN ESTATES, Ill. — Serta Simmons Holdings, the parent of bedding majors Serta and Simmons, said Mark Baron has been named to the new position of executive vice president of operations for SSH and will oversee the operations functions for both the Serta and Simmons brands, the company said. His appointment is effective immediately.

Baron will lead a "strategic transformation" in operations, officials said.

The company also announced the promotion of Jay Patel to senior vice president of manufacturing for Serta Simmons Holdings, responsible for all 40 SSH plants across North America. He reports to Baron.

Baron is a Simmons executive while Patel is a Serta executive.

For more than three years, Baron has served as executive vice president of operations at Simmons and brings significant leadership experience in operations from his previous positions at GE, Lockheed Martin and Hill-Rom, officials said.

Baron will be responsible for planning and executing a "strategic transformation" in operations to create greater efficiency and effectiveness through a combination of shared resources and an allocation of distinct resources dedicated to each brand, the company said.

"We are very fortunate to have Mark on board to lead this change in our business," said Gary Fazio, CEO of Serta Simmons Holdings and also CEO of Simmons. "The creation of a shared operations team is an integral part of our vision of creating a common corporate group supporting the Serta and Simmons brands, each of which will continue to be managed independently, keeping the focus on delivering innovative products and differentiated service to our customers. Mark possesses a vast knowledge of manufacturing operations. His previous experience leading successful organizational transformations will be invaluable in his new role at Serta Simmons Holdings."

"I'm excited about this opportunity to bring together two of the very best groups of operational leaders in this industry and create one united, winning team," said Baron. "We will focus on developing a world class operations model that supports the delivery of innovative products for each brand and will continue our tradition of exceeding consumer expectations."

The company also announced a new role for Serta veteran Patel.

"Jay has held key leadership roles at Serta for more than 24 years, most of which has been as head of operations, and his knowledge and experience will be crucial as we move forward," said Fazio. "With Mark and Jay, as well as the rest of our leadership team, we intend to deliver enhanced service levels to our channel customers, which we believe will give us the leverage we need to grow as the leader in our industry."

"I look forward to the opportunity to work with Mark to achieve the next level of manufacturing excellence for Serta Simmons Holdings," said Patel.

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