Dive Brief:
- Serta Simmons Bedding announced on Monday that Robert Burch has been named the company’s chief operations officer, effective immediately.
- Burch will lead the company’s operations, including its network of manufacturing facilities in the U.S. and Canada, according to an announcement. Burch will report to Charlie Eitel, CEO of Serta Simmons Bedding.
- Burch previously served as executive vice president of operations for Simmons Bedding Company, where he oversaw manufacturing, logistics, sourcing and new product development.
Dive Insight:
Serta Simmons Bedding continues to name new executive leadership as it pushes forward with its transformation strategy.
The company, which is one of the largest bedding manufacturers and retailers in the U.S., filed for Chapter 11 at the start of the year. At the time of the filing, then-CEO Shelley Huff said that the bankruptcy would provide the company with a “stronger financial foundation.”
“Looking ahead, we will remain focused on launching new innovations, further building a high-performing and resilient supply chain and expanding the commercial side of our business to meet demand for our trusted brands and products,” Huff said at the time.
Since then Huff exited and, in late July, the company named Eitel as its CEO. Serta Simmons Bedding also named Tim Oakhill as its chief marketing officer.
Earlier in the summer the company said it is building its turnaround strategy on four pillars — product innovation, brand positioning and marketing investments, sales growth and supply chain investments. The effort includes refreshing the vast majority of its product portfolio this year.
Burch will be building on his past experience with Kindel Grand Rapids Furniture Company where he was CEO and led a turnaround strategy. He launched his career at furniture company Steelcase, where for 25 years he led the company in increasing positions of responsibility regarding product development and North American manufacturing.
“As we continue to execute SSB’s turnaround strategy, one of our primary areas of focus is serving our valued retail partners with industry-leading quality and exceptional service levels,” Eitel said in a statement. “Rob is a highly experienced leader with a proven track record in all facets of operations and, with his leadership, we will deliver on that promise.”
Serta Simmons bedding owns a number of brands including Serta, Beautyrest, Tuft & Needle and Simmons.
