Caber Sure Fit realigns North American sales

Protection supplier Caber Sure Fit, which has headquarters in Markham, Ontario, has assigned Mark Dentale and Lisa Mellet to new roles overseeing a consolidated North American sales and marketing strategy.

Mark Dentale, who previously led Caber Sure Fit sales in the United States, was named division vice president of upholstery and bedding for the United States and Canada. He is responsible for the sale of bedding accessories to all mattress and furniture retailers in both countries.

Lisa Mellet, who formerly oversaw Caber Sure Fit Canadian sales, is now division vice president of home innovations for all of North America. She oversees the sale of Caber Sure Fit’s DreamSerene, Furniture Skins, QuickCover and Sneaky Sheets brands to nonmattress retailers, including big boxes, department stores, home improvement centers, pet stores and pharmacies.

Together, Dentale and Mellet direct a growing sales team of more than 15 field sales representatives.

“As our North American sales channels became more clearly defined, we realized we could better maximize our resources and provide more comprehensive service to our dealers and customers by creating a continental region,” said Bernard Weinstein, Caber Sure Fit president and chief executive officer. “Through this leaner organization, we further seal our commitment to being a North American company offering groundbreaking bedding solutions, and we provide our sales force with the support they need to grow relationships with retailers from Newark, N.J., to Walla Walla, Wash., and Ottawa, Ontario.”

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