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Fendrich becomes president, COO of Simmons

Move reinforces 'retail-centric' approach

By David Perry -- Furniture Today, January 27, 2008

Atlanta — In selecting Steve Fendrich as president and chief operating officer, major bedding producer Simmons said it is reinforcing its "retail-centric" approach.

"Steve understands retail," Chairman and CEO Charlie Eitel told Furniture/Today, and has delivered strong results since he joined Simmons in August 2005 as executive vice president of sales, helping the company record 10 consecutive quarters of sales growth.

Fendrich's 23 years as a bedding retailer are unmatched by most top executives at bedding producers. Fendrich said that experience, which included stints at Mattress Firm and Sleep Country USA, gives him "a major advantage" in his new post. "It brings me credibility with my customers."

He said a number of retailers call him for advice on various issues.

"I still have to perform," he said. "No one cuts me any slack because I was a retailer. They challenge me even more to make their business better."

Fendrich, 46, assumed his new duties on Jan. 1. Eitel said Fendrich will be the first person with both the president and COO titles at Simmons, but it was a logical move because of his demonstrated strength in operations. Fendrich has a degree in accounting, has founded and run a major business, and "has earned his position" at Simmons, Eitel said.

With Fendrich involved on the operational side, Eitel said he will be able to spend even more time visiting dealers. "I really enjoy spending a lot of time with customers," he said. "I think it makes a difference."

Eitel also said he wants to continue looking for strategic opportunities, noting that Simmons made two acquisitions in the past year.

He also sees an active term as chairman of the International Sleep Products Assn., a post Eitel recently assumed. "I've got a pretty big vision, with a lot of support from the ISPA executive committee," Eitel said, noting he's looking to get retailers more involved in ISPA, something that will require a significant amount of his time.

Eitel said he enjoys "a chemistry that is special" with Fendrich. The two share personal and professional values, Eitel said, "and he has the unanimous support of the board and the whole senior management team."

Fendrich will assume his new duties as the industry heads into what is expected to be a challenging year. But "Simmons has never been in a better place," Eitel said.

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