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Sealy creates specialty bedding division

David Perry -- Furniture Today, September 27, 2011

ARCHDALE, N.C. — Bedding sales leader Sealy has created a new specialty bedding division in a bid to gain share in the specialty bedding arena, which it calls "the industry's fastest-growing category."

Sealy said the new division represents an increased commitment to the specialty bedding segment. The division will allow Sealy to dedicate resources to setting the company's strategic direction for the specialty sector while leveraging its resources, suppliers and retailer relationships, the company said.

Sealy veteran Mark Delahanty, recently appointed vice president/general manager, specialty bedding, will lead the new division.

"We are increasing our commitment to the very important specialty bedding category by creating a new Specialty Division," said Larry Rogers, Sealy's president and CEO. "Mark will have responsibility for the development, marketing and distribution of new specialty bedding products and report directly to myself. The initial deliverable for this new division is the launch of the new Embody specialty line at the Las Vegas Market in February 2012."

Delahanty has been a member of Sealy's marketing department for five and a half years, starting as vice president of marketing for Sealy brands. In 2008 he became vice president of marketing/ innerspring where, under his leadership, the company launched the successful 2009 Stearns & Foster line. For the past two years he has been vice president of business development.

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