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Classic Brands Names Bluestein to New EVP Role

Specialty bedding producer Classic Brands has named former Delta Children executive Keith Bluestein to executive vp of merchandising and product development.

In this newly developed position, Bluestein will oversee the company’s expansion into new product categories and help expand its international sourcing strategy.

Honed in product development and sourcing, Bluestein will work with Classic Brands’ partner factories to design and create new products, expand the company’s offering and streamline processes and logistics.

“Keith and I have known each other for years in our different roles in the home furnishings industry, and I’m excited to have the opportunity to add his talent to our team,” said Michael Zippelli, CEO. “His design prowess and knowledge of international sourcing will help propel our growth into new categories. We’re committed to expanding our factory partners and redundancies within the supply chain to increase the value we can deliver to our retail partners, and Keith is the best person to lead that charge.”

Bluestein has more than 33 years of product development and sales management experience in the home furnishings industry. Prior to joining Classic Brands, Bluestein was executive vp at Delta Children, a leading juvenile home furnishings manufacturer, where he led the merchandising and product development team for the company’s wood products division. Before his tenure with Delta, Bluestein spent 22 years with Bassett Furniture, where he held a number of positions including director of national accounts for the company’s juvenile division.

“Classic Brands and Mike’s team have continued to innovate in the sleep products category, and I’ve been impressed as an outsider at the company’s nimble approach to product and business strategy,” Bluestein said. “I look forward to being part of the world class team that is being assembled.”







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