New VP for Serta's Masterpiece to push upscale line's benefits
David Perry -- Furniture Today, April 21, 2003
Itasca, Ill. — The new vice president and brand manager for Serta's high-end Masterpiece Sleep Products line is looking for retailers who appreciate the line's benefits.
"The opportunity that Masterpiece offers is selective distribution," said Chad Megard, formerly vice president of national accounts, who has been named vice president and brand manager of Masterpiece, a subsidiary of Serta.
Masterpiece targets retail prices of $899 to $3,999.
"We started Masterpiece in 1999 and have been able to partner with select dealers in the marketplace," Megard said. "We can help retailers achieve higher average unit selling prices, higher margins and a better mix of products."
He said retailers are "increasingly interested" in luxury bedding because the higher price points help offset retail promotional costs.
Megard replaces Jim Moss, who becomes a sales manager for Serta West Palm Beach. Megard will continue to report to Jeff Van Tuyle, Serta's vice president of sales.
"Chad has significantly enhanced our national account sales during his two years at Serta," said Van Tuyle.
Megard has worked in the mattress industry for more than a decade at retail and wholesale. He began his bedding career at Little Canada, Minn.-based retailer Slumberland Furniture.
Serta also said that Tara Sheeley has been promoted to sales manager for Masterpiece.
"Over the past two years, Tara has demonstrated that she works well with national accounts," said Megard. "She has the skills, initiative and enthusiasm that make her the right person for this important position."
Sheeley joined Serta as a national account coordinator in March 2001 and was promoted to key account manager in July 2002.
Sheeley and Jody MacDonald, also a Masterpiece sales manager, report to Megard.
