Serta’s Shelley Huff

By Alan Wolf, YSN

Serta Simmons Bedding will have a new occupant in the corner office on Dec. 1.

That’s when current CEO David Swift will retire from his post of two-and-a-half years to make way for Serta newcomer Shelley Huff.

Huff joined the mattress maker last year as executive VP of direct-to-consumer, and as CEO of Serta’s Tuft & Needle private-label brand. Formerly president/CEO of Walmart’s online home furnishings store,, she was quickly promoted to COO last April, and in her new role as CEO will also join the board of Serta’s parent company, Dawn Holdings.

“It is a privilege to have the opportunity to lead the Serta Simmons Bedding team into the next phase of our company’s transformation,” Huff said. “Dave [Swift] has put in place the critical building blocks to set the company up for growth. With this foundation — in addition to our unwavering commitment to quality craftsmanship and innovation, portfolio of power brands, top retail and supplier partners, and most importantly, incredible talent across the organization — we are well-positioned to become the trusted authority on sleep.”

In announcing the transition, Swift noted that his objective as CEO was to “set the foundation for the company’s transformation from a heritage mattress business into a digital-first, consumer-centric sleep company.” A key focus of that effort was putting the right people in place to drive the business forward, he said, and Huff checked off all the boxes with her omnichannel expertise and consumer-centric and team-first approach.

Indeed, her leadership roles at Walmart also included operations VP for the discounter’s e-commerce unit, and Huff presently serves as Chair of the University of Arizona Alumni Association Governing Board, where she is an advisor to the Terry J. Lundgren Center for Retailing and the School of Family and Consumer Sciences.

Swift will also step down as chairman of Dawn Holdings, a post he has held since 2013. He will be succeeded as non-executive chairman by David Porter, a Microsoft corporate VP responsible for the company’s direct-to-consumer global retail business.