JAMESTOWN, N.Y.–Bush Industries, Inc., has completed the final phase of separating into two distinct operating divisions—Bush Furniture and bbf. Effective immediately, each division assumes its brand name and will operate as a separate strategic business unit of Bush Industries.
Bush Furniture will continue to focus on the retail furniture market and e-commerce channels, and bbf will continue its focus on the commercial furniture market. Both businesses will operate autonomously with separate profit centers and dedicated resources. They will continue to share select services such as information technology, human resources and finance.
“Over the past 18 months, Bush Industries has been aggressively transitioning to this business model,” said Jim Sherbert, CEO of Bush Industries. “We’ve completed a successful rebranding of our divisions, built an impressive portfolio of products and services, and formed valuable strategic partnerships—all of which results in two very strong concepts positioned for even greater growth and success. We are excited about the transition and the future of both Bush Furniture and bbf.”
To support each business unit, the company is reinvesting to enable expansion in the areas of sales, product development, marketing and distribution. The sales organizations of each division will continue to grow with the addition of internal and independent sales representatives. Each will have a devoted national sales force to help drive more multi-channel sales opportunities and support the expansion in the retail furniture market.
With this transition, Bush has appointed a new leadership structure. The two business units will be managed separately under the leadership of Patrick Theimer, president of Bush Furniture, and Jim Garde, president of bbf. Both Theimer and Garde will report directly to Jim Sherbert.
Over the past year and a half, Bush has implemented an aggressive marketing strategy with its rebranding efforts, new product lines and new partnership initiatives. Last August, Bush announced its partnership with kathy ireland Worldwide and launched kathy ireland Office by Bush Furniture. In June 2010, the rebranding of its commercial division as bbf created a stronger, contemporary brand, aligned to the transactional requirements of small and mid?sized businesses, as well as specific market niches such as the serious office?at?home professional.
In addition to the rebranding efforts undertaken for Bush’s commercial division, Bush also organized Bush Furniture to include five main collections: kathy ireland Office by Bush Furniture, my|space by Bush Furniture, Bush Furniture Signature, Office Connect and Workplace Solutions.