Serta Simmons Bedding Names Chief Operations Officer

Serta Simmons Hires Robert Burch.
Robert (Rob) Burch

Serta Simmons Bedding has hired Robert (Rob) Burch as chief operations officer, effective immediately. In this role, Burch will lead SSB’s operations function, including the company’s network of manufacturing facilities across the U.S. and Canada.

“As we continue to execute SSB’s turnaround strategy, one of our primary areas of focus is serving our valued retail partners with industry-leading quality and exceptional service levels,” said Charlie Eitel, CEO of the Doraville, Georgia-based company. “Rob is a highly experienced leader with a proven track record in all facets of operations and, with his leadership, we will deliver on that promise.”

Burch, who will report to Eitel, brings decades of operations leadership experience to SSB, according to a news release. He previously served as executive vice president of operations for Simmons Bedding Company, where he was responsible for manufacturing, logistics and sourcing, as well as new product development. In this role, he created the Simmons Production System — with a focus on lean manufacturing — which drove significant improvements in lead times, quality and cost performance, company officials said.

“The Serta and Beautyrest brands have a long history in being synonymous with quality,” Burch said. “I look forward to partnering with Charlie and the operations team to build on that legacy by enhancing existing processes and implementing new ones that will enable us to provide the lead times, quality and service levels that our retail partners expect and deserve.”

Burch comes to SSB from Kindel Grand Rapids Furniture Company, a luxury residential furniture brand, where he served as president and CEO and led a turnaround strategy to reenergize its brands, according to a news release. He began his career at Steelcase Inc., a leading global producer of office furniture, where he spent more than 25 years in positions of increasing responsibility across product development and North American manufacturing.

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