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Berkline names Bruce Sinning to new VP post

Will lead product design, development and launch

Larry Thomas -- Furniture Today, July 8, 2010

Bruce Sinning

MORRISTOWN, Tenn. — Motion upholstery major Berkline has named Bruce Sinning to the new position of vice president of product design, development and launch.

Sinning, who previously led the marketing and merchandising departments, will have global responsibility for the design, development, and launch of Berkline's motion products.

"Bruce has a great track record for developing innovative motion furniture that optimizes value, performance, design and fashion," said Rob Burch, Berkline's CEO. "He has played a major role in bringing a variety of unique products to market and in this new role will have the opportunity to expand the company's legacy as well as its commitment to developing and launching products that represent new directions in motion furniture."

Burch said Sinning, who has been with Berkline since 1995, has been behind such imaginative designs as the oPod sofa that was unveiled at High Point Market in April and the three-seat reclining sofa that debuted in 2008.

He said Sinning also spearheaded the development of several other "industry firsts," including the power gliding mechanism and the padded suede cover.

"It's an exciting time for Berkline especially as we continue to expand our product portfolio, increase the availability of style options, and continue to gain market share in key categories and across various price points," said Sinning. "We have a lot of innovations that we'll be bringing to market this fall that will not only continue to redefine home furnishings, but also merge design and function."

Sinning joined Berkline's advertising department after spending more than 15 years as a retail buyer at Glick's Furniture. Three years later, he became merchandise manager for motion products, and most recently was vice president of marketing.

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