Caber Sure Fit Realigns Sales, Marketing

       

       

MARKHAM, Ontario-Furniture and bedding-protection vendor Caber Sure Fit has reconfigured its North American sales and marketing operations, with an eye toward increasing its profile with retailers on this continent.

Mark Dentale and Lisa Mellet, who had been leading the sales effort in the United States and Canada, are now focusing on different sales channels. Dentale has become division vice president of upholstery and bedding, gearing his efforts toward mattress and furniture retailers, including specialty mattress, furniture and baby stores.

Mellet has become division vice president of home innovations, which includes the company’s DreamSerene, Furniture Skins, QuickCover and Sneaky Sheets brands. Mellet now oversees the sales efforts to department stores, big-box chains, home health-care, pet and hardware retailers, along with pharmacies and television shopping channels.

Together, Dentale and Mellet have direct oversight of more than 15 independent sales representatives. A Caber Sure Fit statement said the “flatter structure” integrates the sales and marketing functions into each division, and equip the sales representatives with customized materials for their customers.