Experience
Bert helped this slipcover company grow from $50 to $150 million in five years with $12 million in operating profits and positioned the company to be the category leader. He secured 85% market share by reinventing the Sure Fit Slipcover business with focused growth strategies on new product development, packaging, quick response delivery, and marketing. He also orchestrated management buyout with outside investors in 1998 from Fieldcrest Cannon and revitalized operations by shifting 80% of production offshore, with over $8 million of potential annual savings.
Additionally, Bert spearheaded industry marketing innovation with an $18 million national advertising campaign. This was highlighted by building a $ 60 million catalog and internet business from scratch. The campaign also increased brand awareness from 1% to 14% in 18 months.
Right and Left Brain Consulting provides integrated direct marketing programs for selected clients in the home furnishings industry. A key component of the effort is the placement of products on home furnishings websites with millions of visitors per month. This unique marketing effort increases the exposure, reduces the cost and is completely pay-as-you-go with no risk or outlay of funds.
An important strategy of this effort is the focus on the right product to help the consumer decide rather than maximizing the number of SKUS or competing brands. In addition, the websites contain special features for Home Furnishings Suppliers that allow them to maximize the presentation and conversions. In summary, we provide all of the direct marketing expertise many companies offer but with an integrated approach to the needs of Suppliers with little or no investment.
We have assisted Levinsohn Textiles in developing and implementing their newest product, an inflatable headboard. We devised a detailed marketing plan, merchandising sourcing and sales plan for this unique product. We also developed sales, secured initial placements in Bed Bath Beyond, Target.com, K-Mart.com and other internet retailers, and developed and launched entire program in 6 months.
Bert spearheaded and orchestrated startup direct marketing this furniture company that offers innovative slip covered sofas. He combined importing from China, internet marketing, and inventory flexibility to provide better styling and value for the consumer.
Bert directed all product, marketing, sales and sourcing in the development of a $15 million annualized slipcover business for Maytex Mills. He positioned Maytex as the innovator in slipcovers to major national retailers, including industry leaders JC Penney and Wal-Mart.
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This program represents an innovative, integrated approach to provide improved returns, creativity, value and marketing to a difficult Home Furnishings Market. The key components are: Merge 3-5 downward trending but profitable companies to improve excellence, reduce costs and improve total return on investment; retain the sales, marketing and merchandising expertise of these companies, capitalizing on their strengths in a Product Management Structure; integrate best practices in sourcing, showrooms, distribution, IT, and administration to provide 2-5% cost savings as a percent of sales.