Mattress manufacturer Corsicana Mattress Co. has hired Ed Cooper to the new position of executive vice president of sales, marketing and branding.
He is responsible for the development and execution of the Corsicana, Texas-based company’s strategic plan as it relates to sales, product development, marketing, training and communications. One of his first assignments was guiding Corsicana’s rebranding and repositioning, which was on full display at the Winter Las Vegas Market in January.
“Despite the fact that we are a manufacturing company, not a consumer brand, we have an obligation to let our customers know that we aren’t just building a quality product at a great value—we understand the consumer problems to be solved with our products,” Cooper said.
“Our new company name, logo and website were the first to be guided by consumer research, producing a softer, more approachable look and feel,” he said. “Utilizing feedback from over 1,000 consumers, we developed a new line of mattresses built to solve four top consumer concerns—back pain, motion transfer, temperature and health. We partnered with our strategic suppliers, and our new line features the latest advancements in springs, foams and fabrics. Now, in addition to being the leading manufacturer of promotional bedding, we offer our customers that same quality and value proposition in the $499 to $1,199 retail price points.”
Cooper joined Corsicana from Jarden Consumer Solutions, where he served as vice president of sales and marketing. While with Jarden, he managed the U.S. business for the CrockPot, Food Saver, Mr. Coffee and Sunbeam brands. Prior to that, he was vice president of North American trade for Newell Rubbermaid, managing the Dymo Labeling, Expo, Papermate, Rubbermaid Office Products, Sharpie and Uni-ball brands.
“I was excited to join Corsicana last year because of the company’s long history of success as the leading manufacturer of promotional mattresses,” Cooper said. “After working with the team here creating strategic plans, adding structure and process to the business, and installing a consumer-driven and innovation mindset to the company, I am thrilled to be part of the future of the business.”
Corsicana operates 10 manufacturing plants across the United States and makes promotional, private-label and branded bedding.