Serta Simmons Rebalancing Production

Three factories to close, one to open this year

By YSN Staff

Serta Simmons Bedding (SSB) is rejuggling its production facilities as it reorganizes under Chapter 11 bankruptcy protection and works to optimize its manufacturing base.

According to a report in Furniture Today, the mattress maker plans to close its plants in Windsor Locks, Conn., Waycross, Ga., and Kirkland, Quebec, this summer as it prepares for the opening of a 500,000-square-foot Beautyrest and Serta brand facility in Janesville, Wis.

“We are building a high-performing and resilient supply chain at Serta Simmons Bedding so we can continue delivering exceptional service to our retail partners and sleepers,” the company said in a statement posted by the home furnishings publication. “As part of this, we are optimizing our manufacturing footprint which includes expanding our operations in some areas and consolidating or closing other operations.”

Related: Serta Bolsters Its Supply Chain

The rebalancing began last year with the closing of three plants in Iowa, Virginia and Kansas, and the consolidation of Serta’s two Wisconsin factories into the forthcoming mega facility in Janesville.

The 268,000-square-foot Connecticut plant, which opened in 2018, employs 157 workers and is expected to close during the first week of August, Furniture Today reported. It added that the Canadian plant opened in 2014 and that the Georgia factory employs 180 workers.

Most of Serta’s U.S. corporate entities initiated voluntary pre-arranged Chapter 11 proceedings in January, with the goal of significantly reducing the company’s debt and allowing it “to continue making critical investments in its business and brands,” the manufacturer said.

In other Serta news, the company has named Guy Longworth chief marketing officer and Brian Dengler chief innovation officer.

Longworth, a former Sony exec who led the launch of PS4, is now responsible for leading the SSB portfolio of brands, along with brand marketing strategy and activation, consumer insights, creative and media. He will also oversee the company’s strategy, emerging channels, and licensing business, Serta said.

Dengler, who will join the company on May 8, is a veteran of Yeti, Newell and Instant Brands. In his new role, he will be responsible for innovation strategy, R&D and product development, aesthetics and advanced engineering.

“We are strengthening our leadership team as we move forward with our strategic growth initiatives that include leading with innovation, building demand for our trusted brands and operating a high-performing and resilient supply chain to provide industry-leading service to both retail partners and sleepers,” said CEO Shelley Huff. “We are pleased to welcome Guy and Brian, who bring proven track records in consumer-driven innovation and igniting brand growth. These seasoned leaders will play an important role in helping us advance our strategic plans as we serve sleepers and work to reclaim our leadership position in the market.”

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