Rogers sets Sealy strategy
By David Perry -- Furniture Today, August 15, 2008
LAS VEGAS — Sealy's newly minted CEO and president knows exactly how he wants to navigate the bedding industry's largest producer through a challenging year.
Sealy veteran Larry Rogers, who had been interim CEO since Dave McIlquham's abrupt departure in March, took the “interim” off his title three weeks ago when Sealy wrapped up the process of looking for McIlquham's successor.
To the surprise of some of the industry, who had considered him a dark horse for the job, Rogers was named CEO and president. Rogers, a respected Sealy executive who spent several years in Sealy's international arena and was mostly recently president of Sealy North America, was described by Sealy as the right man for the top job.
In an interview with Furniture/Today at the recent Las Vegas Market, Rogers said he has four key tasks on his to-do list:
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Continue the “flawless launch” of Sealy's flagship Posturepedic line, introduced here with much fanfare in January. That line, which promises to eliminate tossing and turning caused by pressure points, is doing “very well,” Rogers said. The rollout should be complete later this month.
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Continue to meet growing demand for Sealy's latex product lines. New in Las Vegas was Sealy's PurEmbrace latex line, which joins an already strong latex lineup at Sealy.
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Focus on “building the brand and brand power,” a goal that was bolstered recently when Sealy launched what it said is an ambitious national advertising campaign. The theme: “Get a better six” hours of sleep with a Sealy Posturepedic.
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Focus “on things we can control, such as costs.” But he added, “Cutting costs and controlling costs are often different things. Not unlike other organizations, we need to be cognizant that our spending has a return on investment.”
He also said that Sealy's “significant” investment in national advertising is an indication that the company is managing its business for the long term.
Rogers has a reputation in the industry as a conservative, professional executive, someone who is more comfortable operating out of the spotlight than in it. Sealy named him to the interim CEO post upon McIlquham's departure, and he impressed the board with his steady performance in that job.
Paul Norris, Sealy's chairman, said the board conducted “a thorough search,” one that reportedly included a number of candidates from outside the company. But he said the board determined that Rogers “possesses the most unique and compelling set of skills and qualities to lead the company.”
Rogers has more than 30 years of bedding experience and “has established solid relationships and a deep understanding” of Sealy and the industry, Norris added.
Rogers said Sealy will make some changes in how it operates. “That doesn't necessarily mean changes in the team, but it does mean changes in how we do business.”
He also said he will be spending a significant amount of time with customers.
“My job is in the marketplace and not being chained to the office,” he said. “Seeing issues first-hand gets you closer to the solution. I will spend as much time as I can in the field, with customers.”
