Raymond Totaro to head private label sales for Reverie

Furniture Today Staff -- Furniture Today, July 27, 2012

SILVER CREEK, N.Y. — Reverie has named Raymond Totaro vice president of private label sales, a newly created position. He reports to Martin Rawls-Meehan, president of the company, a manufacturer of mattresses, adjustable beds and pillows.

Raymond Totaro

Totaro will be responsible for developing custom product solutions for brands around the world, the company said.

Reverie's parent company, Ascion, manufactures adjustable beds under the Reverie brand in addition to being a supplier for other brands. By separating its branded business from its private label business, Reverie said its private label division will be able to better deliver a broad range of product solutions to other brands.

Totaro is a trade and retail sales veteran with nearly 25 years of experience in global consumer organizations, most recently at Nestle.

"His track record of leading and executing effective sales strategies will contribute to our next phase of growth," said Rawls-Meehan. "Ray understands how to work with brands to create product and marketing solutions that are unique to their needs and ultimately make them more successful in the marketplace."

Reverie has research and development and manufacturing facilities in New York and warehouses throughout North America. It manufactures all its mattresses in the United States.