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Caber Re-Aligns North American Marketing
January 2,
2013 by in UnCategorized 
By Home Furnishings Business in Bedding on January 3, 2013
Canadian furniture and bedding protection Caber Sure Fit has re-aligned its North American sales and marketing functions.
he move is aimed at increasing Markham, Ontario-based Caber Sure Fits profile and its portfolio of top of bed accessory products with retailers throughout North America.
Mark Dentale and Lisa Mellet, who led sales in the United States and Canada, respectively, will now focus their attention on two different sales channels.
Dentale becomes division vice president of upholstery and bedding, selling bedding accessories to mattress and furniture retailers, including specialty mattress, furniture and baby stores. He is a long-time industry veteran who joined Caber Sure Fit in May 2012.
Mellet becomes division vice president of home innovations, which sells the organizations DreamSerene, Furniture Skins, QuickCover and Sneaky Sheets products to retailers that do not sell mattresses, including department, big box, home healthcare, pet and hardware stores, as well as pharmacies and shopping channels.
Together, they will have direct oversight of more than 15 independent sales agents in the field, as well as new sales representatives recruited to help expand sales. This flatter structure will extend to the sales and marketing functions, which will now be integrated into every division, equipping the sales agents who are well-versed with the customer needs in their territories with customized materials.
As our North American sales channels became more clearly defined, we realized we could better maximize our resources and provide more comprehensive service to our dealers and customers by creating a continental region. We are excited about the direction this new structure gives us, said Caber Sure Fit President and CEO Bernard Weinstein. Through this leaner organization, we further seal our commitment to being a North American company offering groundbreaking bedding solutions and provide our sales force with the support they need to grow relationships with retailers from Newark, New Jersey to Walla Walla, Washington and Ottawa, Ontario.