BEDGEAR® has announced a series of strategic organizational enhancements designed to support the company’s continued growth and expansion into 2026.
“We’ve seen significant momentum and growth this year, and the best way to honor that growth is to invest even deeper in the people who fuel it,” BEDGEAR’s founder and CEO Eugene Alletto says. “Our people have always been our strongest competitive advantage, and these organizational enhancements ensure we stay agile, innovative, and aligned as the business expands. While the rest of the industry retreats, we’re pushing forward.”
Category management and new product development operates under Kirstin Rauhauser, BEDGEAR’s newly appointed director of design, development, and merchandising. With more than 20 years of experience spanning apparel, home decor, textiles, and home furnishings, Rauhauser brings an outside perspective that will continue to fuel BEDGEAR’s ability to think differently and push beyond traditional industry boundaries, according to a release.
On the commercial side, BEDGEAR has introduced three newly defined U.S. sales regions: East, Mid-US, and West. Todd Buchach has been elevated to director, marketing and sales, for the East Region, recognizing his continued leadership and commitment to BEDGEAR’s brand presence in the field.
The company has also consolidated three core operations areas. Ed Finn leads planning and systems, bringing forecasting and planning together with business systems. With a career rooted primarily in retail—managing assortments and strategies that supported over a billion dollars in annual retail sales—and more recent experience in wholesale, Finn brings a deep understanding of how to get the right product in the right place for both retail partners and DTC customers.
In addition, long-tenured BEDGEAR leaders Anthony Hicks and Terri Pendleton have expanded their oversight. Hicks leads both production and warehousing, and Pendleton adds transportation under her umbrella alongside customer success, ensuring end-to-end connection from planning through on-time, accurate delivery.
“These updates are about building what’s next, not just for the company but for every member of our team,” Alletto adds. “Our team is the engine behind every innovation we bring to the market, and BEDGEAR is growing because of the team’s passion, curiosity, and commitment to getting better every day. By refining how we collaborate and innovate, we are creating an environment that supports development while also positioning the business for continued growth ahead.”
