Classic Brands Hires Bluestein as EVP

Classic Brands, based in Jessup, Maryland, has picked former Delta Children executive Keith Bluestein to be executive vice president of merchandising and product development, a new position for the specialty bedding producer.

Keith Bluestein

Keith Bluestein

Bluestein has more than 33 years of product development and sales management experience in the home furnishings industry. Prior to joining Classic Brands, he was executive vice president at Delta Children, a juvenile home furnishings manufacturer, where he led the merchandising and product development team for the company’s wood products division. Before his tenure with Delta, Bluestein spent 22 years with Bassett Furniture Industries, where he held a number of positions including director of national accounts for the company’s juvenile division.

In his new post, Bluestein oversees the company’s expansion into new product categories and helps grow its international sourcing strategy. He works with Classic Brands’ partner factories to design and create new products, expand the company’s offerings, and streamline processes and logistics.

“Keith and I have known each other for years in our different roles in the home furnishings industry, and I’m excited to have the opportunity to add his talent to our team,” said Michael Zippelli, chief executive officer of Classic Brands. “His design prowess and knowledge of international sourcing will help propel our growth into new categories. We’re committed to expanding our factory partners and redundancies within the supply chain to increase the value we can deliver to our retail partners, and Keith is the best person to lead that charge.”

Bluestein said: “Classic Brands and Mike’s team have continued to innovate in the sleep products category, and I’ve been impressed as an outsider at the company’s nimble approach to product and business strategy. I look forward to being part of the world-class team that is being assembled.”

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