TORONTO (09 February 2012) - Industry veteran Ed Farquharson has joined Spring Air Sommex Corporation (SASC) as executive vice president of sales, a new position for the Canadian mattress producer. He takes up his new responsibilities on February 21.

Prior to joining SASC and since 2007, he served as vice president of sales and marketing for full-line importer Eztia Furnishings.

Ed Farquharson

Before joining Eztia, Farquharson worked at the now defunct upholstery producer Distinctive Designs, first as sales manager and then as vice president of sales. "In this assignment he dealt with every major, and with his sales team, established a large independent base within Canada," SASC said.

In his new assignment, Farquharson will be responsible for all aspects of the sales function for Spring Air Sommex. He will also serve as a member of the executive committee with chief marketing officer Valerie Stranix and chief operating officer Chris French.

In addition, Farquharson will lead all sales initiatives with national accounts and independent retailers as well as the development of the company's institutional sales efforts. All sales representatives and managers will report to him.

Stranix said SASC's growth and diversified brand portfolio prompted the need for an experienced sales executive. "We have decided to split sales from marketing," she explained, adding, "allowing us to focus on driving the Obusforme brand along with the other brands in our portfolio, so Ed's role as the senior leader will be to drive sales for the corporation."

In his new assignment with Spring Air Sommex, Mr. Farquharson will be responsible for all aspects of the selling function within the corporation.  As a new, key member of the Executive committee, Ed will lead the Major sales initiatives, the continued growth of the independent network, (personally leading the Western Region) and the institutional sales development.

"We're delighted to have Ed on the team," the company said. "With his knowledge of the industry, of the players and the customers, he will be a significant asset to the team."