Bachicha ready for Sealy job
By David Perry -- Furniture Today, January 27, 2008
Archdale, N.C. — Sealy's new senior sales executive has spent decades getting ready for his new job.
Louis Bachicha, recently promoted to the new post of executive vice president of sales, has been selling mattresses since he was a teen-ager working in his father's furniture store in New Mexico.
They were, he recalls, Sealy mattresses.
Bachicha later joined Sealy, rising through the organization to hold key sales management positions. During his 24 years with the bedding producer, he has hopscotched across the country, working in Phoenix, Houston, Albany, N.Y., Houston again, Archdale, N.C., and then Toronto, where he was vice president and chief operating officer of Sealy's Canadian operations.
Now he's moving back to company headquarters here.
Under his stewardship, Sealy Canada consistently posted sales and profit growth. That strong performance, combined with Bachicha's track record of developing strong teams of sales professionals, managers and executives, contributed to the decision to name him to the company's lead sales executive position.
Bachicha said his experience working with retailers positions him for continuing success at Sealy. He said it has taught him that retail success in mattresses stems from having the right merchandise, promoting steadily and having strong training programs.
"I see them as all being equally important," he said. "They all carry the same weight."
When retailers hit tough times some of them cut back on promotion, he noted. But that's a mistake, in his view. "They still need to promote the category," he said. "There will still be consumers buying bedding. Those who continue to promote heavily will gain share."
Bachicha, 51, assumes his new post on Feb. 1. His promotion was accompanied by the announcement of other new senior sales executives. That new sales leadership "will help us to better support our customers, manage and develop our businesses and sales team, and achieve our goals of increasing sales and market share over the long term," said Larry Rogers, president of Sealy's North American division.
Bachicha plans to spend the next three months getting reacquainted with the U.S. market. He will be visiting with retailers around the country, urging them to keep the spotlight on bedding.
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