Soft-Tex International Inc. has hired industry veteran Ben Ducatteeuw to lead a new subsidiary Soft-Tex Global LLC. Ducatteeuw brings 20 years of bedding industry experience and a track record of sales and marketing executive leadership positions in sales and marketing. Most recently, he was chief executive officer of Latexco USA. Prior to that, he held a leadership role at the former DesleeClama.
“We look forward to bringing our array of proprietary technologies around the globe and are excited for the launch of Soft-Tex Global with Ben at the helm,” said Mark Smiderle, principal of Soft-Tex, which has headquarters in Waterford, New York. “His extensive background as a proven leader in the areas of innovation, marketing and sales makes him the perfect choice to lead this entity.”
The subsidiary was formed to better serve the international market, according to a news release. The company hopes to increase distribution of its products and create international licensing opportunities for its intellectual property. To that end, Owen Shoemaker, another industry veteran working with Soft-Tex since his retirement from King Koil, has transitioned to the new subsidiary, as well. He continues to lead international licensing and business development efforts.
“We’re excited to bring Soft-Tex’s exciting portfolio of technology, innovations and brands to the international markets such as Europe, Asia and Latin America, with the mission to support international growth by establishing strategic partnerships with local bedding manufacturers, international licensees and local retailers,” Ducatteeuw said. “We are also seeking to further expand our innovative sleep technologies, concepts and mattress designs, localized for each market, and offering local distribution and customized marketing support.”