Bedding producer King Koil has expanded its senior sales leadership team with the addition of two former Serta Simmons Bedding Co. executives and one company veteran moving into vp roles. The new sales structure allows for better coverage and accelerated growth in three regions of the United States: North, South and Central. It was prompted by a growth in domestic sales following its transition from licensing to a direct-to-retail sales.
Marty Melcher and Marilyn Ramsden both joined King Koil from Serta Simmons Bedding Co., and Michael Vidoli, who has been with the company since 2013, has been promoted. Howard Galant, who oversaw sales as for King Koil as executive vice president, has retired in order to spend more time with his family.
“As we continue to expand our reach with additional retailer partners, we needed more senior sales leadership to cover the country. This team has an impressive 85 years of combined sales leadership, management and relationships that will benefit retailers and the broader King Koil family,” said King Koil CEO David Binke. “I also want to thank Howard Galant who agreed to join me a few years ago when I took the helm of King Koil to help me launch our transition to a direct manufacturer. A large portion of our success has been due to his hard work and dedication. He will be missed, but we understand his desire to spend more time with his family at this stage in his life.”
As vice president of sales for the southern region, Melcher will manage the company’s sales opportunities in the Southwest, including California, Arizona, Utah, Hawaii, New Mexico and Nevada.
Prior to joining King Koil, Melcher, spent 22 years with Serta Simmons Bedding Co. where he held several senior sales positions. Most recently, he was vice president of sales where he led the company’s marketing program designed to boost advertising return for the company’s retail network. He joined Serta in 1997 as a district sales manager in Southeast Texas and was later promoted to vice president of sales for New England. During his time with the company, Melcher also held the positions of group vice president of sales and vice president of sales for industry buying groups.
Ramsden has been named regional vice president of sales for the Northern U.S., including Washington, Oregon, Idaho, Alaska, Montana, North and South Dakota and Montana. Like Melcher, Ramsden was also with Serta Simmons Bedding prior to joining King Koil. Most recently, as a 28-year industry veteran, Ramsden was district sales manager for the company in Washington. During her time with the company, she was a field sales manager and a territory manager in Southern California.
As regional vice president of sales for Central U.S., Vidoli will manage King Koil’s sales development throughout the central states while continuing to manage the company’s national accounts. Vidoli has more than 37 years in the bedding industry during which he’s led sales for brands like Dormeo, Simmons Bedding Co., and Eastman House.
About King Koil: A leading global mattress manufacturer, King Koil supports more than 30 licensees in more than 90 countries where King Koil mattresses are manufactured and sold. Headquartered in the Phoenix suburb of Avondale, Arizona, where it operates a 90,000-square-foot, state-of-the-art manufacturing facility, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minnesota. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born.