Georgia, US – After its emergence from Chapter 11 bankruptcy at the end of June, Serta Simmons Bedding (SSB) has reshaped its board and leadership team. Changes include a new CEO and chief marketing officer.
Charlie Eitel is taking over as CEO. He is already a member of the company’s board, and was the chairman and CEO of Simmons Bedding between 2000 and 2008, and a board member for a couple of years afterwards. More recently, he was on the boards of retailers Mattress Firm and City Mattress. He replaces Shelley Huff, who is leaving the company.
Another Simmons Bedding veteran, Tim Oakhill, will become chief marketing officer. Since his time at Simmons, he set up direct-to-consumer brand Yogabed, and was also an EVP at Mattress Firm. His predecessor, Guy Longworth, is also departing the business.
In addition, Mark Genender is to become the board’s executive chairman. His background is in venture capital, and while at Fenway Partners he was a member of SSB’s board.
“To regain market leadership, our new board believes we must build on [our] legacy by continuing to innovate and invest in our brands, enhancing retail partner relationships and providing industry leading quality and service,” Genender said. “Charlie is an experienced industry leader with deep retailer and supplier relationships and an appreciation for the competitive environment, while Tim is a seasoned marketer with extensive experience building brands and driving product development in the bedding industry.”
