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Theodore Alexander Expands International Sales, Marketing Team
November 1,
2011 by in UnCategorized 
By Home Furnishings Business in Case Goods on November 2, 2011
Luxury furniture maker
Theodore Alexander is expanding its international sales and marketing team to build on its growing base of markets outside of North America. To further this objective, a global stocking program and showroom is currently being added at its world headquarters in Ho Chi Minh City, Vietnam.
As part of this strategy, Theodore Alexander has named Werner Freundel country manager and director of its business in China, and Meera Kakar regional sales manager of India. In addition, the company recently promoted Dinara Reziapova to serve as regional sales manager for Russia and Eastern Europe. Each of these is a new position.
We have a well-established network of distributors and retailers in a number of key global markets and the list is expanding, said Harvey Dondero, chief executive officer of Theodore Alexander. In addition to these three new positions covering China, India, Russia, and Eastern Europe, we are looking at other important international markets to see which could best be served by having a Theodore Alexander business presence. These appointments will help us continue building our very strong global brand with wide international appeal.
In his new role, Freundel, who had been serving as director of merchandising, is responsible for developing and servicing all aspects of Theodore Alexanders business in the dynamic, strategically essential market of China, Dondero said. In addition, Freundel will establish a business office within the new Theodore Alexander showroom in Shanghai. He continues to report to Dondero.
Prior to her new appointment, Kakar was business development manager at a global real estate company and as a promoter of Indian fine arts. She will work with key retailers in India to enhance product awareness and sales. Based in Delhi, she will travel throughout the country as she works to create new business opportunities. Kakar reports to David Parker, vice president of international sales.
Meera has extensive experience in sourcing luxury product, which will be very beneficial in the development of future programs, Parker said.
Reziapova was named regional sales manager for Russia and Eastern Europe in late December of 2010. Reziapova previously served as a sales representative for Theodore Alexander in Eastern Europe and the Commonwealth of Independent States.
In her new position, Reziapova works with existing distributors and retailers to enhance awareness and sales of the Theodore Alexander brand and also to develop new business opportunities. Based in St. Petersburg, Russia, she reports to Parker.
The promotion of Meera and Dinara to these new roles will ensure Theodore Alexander products are marketed and merchandised in a manner in keeping with the brands luxury position, and provide customers in the region with unparalleled service and support, Parker said.
According to Parker, relationship building is a key component of the luxury brands success in all markets in which it does business. For example, the companys sales and management teams maintain personal contact with every international customer, including conducting store visits, to find out what their needs and the needs of their consumers are in terms of style, scale, finish and materials.
These new initiatives will enable us to increase our service level to our customers," Parker said. "We listen closely and develop product to suit those needs. We also solicit input from our international customers on our marketing and public relations plans.
Lizzy Freundel, director of communications and innovation for Theodore Alexander, will continue in her current role of managing the companys online presence. Her responsibilities include the development and execution of the companys social media and online strategies. She also manages the company's Web site and the new Theo blog located on the site.
One indication of the deep commitment being made to global markets is the new stocking program Theodore Alexander is developing at its Vietnam headquarters that will provide quick-ship service to retailers globally. In addition, the company plans to open a 10,000-square-foot showroom at the site in the spring of 2012, which will be especially convenient for Middle East and Asian customers, Dondero said.