Classic Brands Hires First EVP Of Merchandising And Product Development

Former Delta Children executive Keith Bluestein has been named executive vice president of merchandising and product development of Classic Brands, a new position for the specialty mattress and sleep products producer. In his new position, Bluestein will oversee the company’s expansion into new product categories and help expand its international sourcing strategy.

An expert in product development with extensive sourcing experience, Bluestein will work with Classic Brands’ partner factories to design and create new products, expand the company’s offering and streamline processes and logistics.

“Keith and I have known each other for years in our different roles in the home furnishings industry, and I’m excited to have the opportunity to add his talent to our team,” said Michael Zippelli, chief executive officer of Classic Brands. “His design prowess and knowledge of international sourcing will help propel our growth into new categories. We’re committed to expanding our factory partners and redundancies within the supply chain to increase the value we can deliver to our retail partners, and Keith is the best person to lead that charge.”

Keith Bluestein

Bluestein has more than 33 years of product development and sales management experience in the home furnishings industry. Prior to joining Classic Brands, Bluestein was executive vice president at Delta Children, a leading juvenile home furnishings manufacturer, where he led the merchandising and product development team for the company’s wood products division. Before his tenure with Delta, Bluestein spent 22 years with Bassett Furniture Inds. where he held a number of positions including director of national accounts for the company’s juvenile division.

“Classic Brands and Mike’s team have continued to innovate in the sleep products category, and I’ve been impressed as an outsider at the company’s nimble approach to product and business strategy,” Bluestein said. “I look forward to being part of the world class team that is being assembled.”


About Classic Brands: Classic Brands uses the finest materials from around the world including all-natural and high-performance covers, Talalay and Dunlop latex, memory foam, gel-infused memory foam, innerspring and wrapped coil hybrid. Classic’s line of gel-memory foam and hybrid mattresses, with various luxurious constructions, represents the fastest growing segment of the bedding market. Classic Brands is committed to being on the cutting edge of designing and producing innovative products for people to sleep healthier. Its sleep systems are designed to help you get the maximum benefit out of each night of sleep.