• Clint Engel

FurnitureDealer.Net promotes 3 to VP

New posts for Wallace, Kirsch and Severson are part of succession plan

Kayla WallaceKayla Wallace
BURNSVILLE, Minn. — Industry websites and omni-channel marketing company FurnitureDealer.Net has promoted three company veterans to vice president posts as part of a phased succession plan.

Kayla Wallace, who joined FurnitureDealer.Net in 2011 and was formerly senior client strategist, was promoted vice president of client relationships, responsible for overseeing and directing the company’s premium client relationships and leading the client relations team.

Alex KirschAlex Kirsch
Alex Kirsch, with the company since 2013 and formerly senior client strategist, was promoted to vice president of client solutions, focusing on defining, expanding and implementing new and existing internal and third-party features, services and training for retailer clients.

Emily SeversonEmily Severson
And Emily Severson, with the firm since 2010 and formerly operations manager, has been promoted to vice president of merchandising operations and supplier relations, focusing on publishing quality and improving processes and relationships with suppliers and industry partners.

All three are new positions.

Joe Craddock, president and co-founder, will continue to lead FurnitureDealer.Net’s technology and overall strategy, and Co-founder Andy Bernstein will remain active as owner, advisor and chairman, with his role continuing to shift from working with clients to working on special projects and new initiatives and long term strategy.

“My strengths are best suited to early stage initiatives and problem solving, rather than managing a business that runs as well as ours does now,” Bernstein said in a release.

“The strengths and values of our leadership team are ideally suited to manage the stage our company is at today and into the future.”

In their expanded roles Wallace and Kirsch will continue to lead the company’s retailer client-facing business segment. Severson will continue to lead the company’s publishing operations and supplier-facing business segment

“Kayla, Alex and Emily have been leading these areas of our business for over a year now, so this announcement is mostly a formality to communicate their new titles which reflect their key roles and authority,” Bernstein said.

“Their promotions are intended to formalize our commitment to them as proven leaders, and to recognize the tremendous impact they’ve each made on our organization, our clients and industry partners.”

The succession plan has been implemented in phases over several years, Bernstein said.

“For the past two years Joe and I have focused on people development and leadership,” he said. “I am proud of what we have accomplished as a company and how much we have grown our culture and developed our team.

“I’m excited about the vision for continuous improvement, innovation and growth these leaders have charted for us and our clients. I’m confident in the leadership team’s ability to execute their vision. They have proven their ability to get others to want to follow and to execute, and they are surrounded by a talented, engaged team made up of future leaders. We remain committed to the success of local, full service retailing through building community, internet excellence and omni-channel innovation.”

The Burnsville, Minn.-based firm helps independent home furnishings retailers develop and implement omni-channel growth strategies that convert online furniture shoppers into local customers. It provides a responsive e-commerce website platform, publishes and maintains rich, up-to-date product catalogs for more than 500 furniture, mattresses, appliances and consumer electronics brands, and updates merchandise availability status and prices by integrating retailer websites with point-of-sale data.

It noted that its clients include many of the 150 largest home furnishings retailers, including five of the six past Home Furnishings Assn. Retailer of the Year honorees.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.

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