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Domus Vita named licensee for Sealy Sofa Convertibles

 10 October 2017     Michael J. Knell 

MARKHAM, Ontario – Canadian furniture distributor Domus Vita Design has expanded its senior management team after being named the North American licensee for Sealy Sofa Convertibles, appointing industry veteran Anthony da Silva as its executive vice president of sales and marketing.

In a related announcement, the company named Frank Rinella as sales manager of North America.

“The momentum of our innovative new Sealy Sofa Convertibles just got a huge boost,” Abedan Kanthasamy, chief executive officer of Domus Vita Designs, said in a statement. “Anthony and Frank exemplify a fresh approach to customer-focused and innovative thinking that is breathing new life into the category. We are excited these dynamic and market-proven professionals will lead our team as we get ready to showcase Sealy Sofa Convertibles at the upcoming High Point Furniture Market this October.”

Most recently serving as national accounts manager for Palliser Furniture, da Silva has more than 23 years of experience in retail operations, merchandising, marketing and sales. “Having spent almost ten years at one of Canada’s largest independent furniture retail buying groups, as well as having managed his family’s retail operations in Southern Ontario, da Silva has a deep understanding of what drives retail sales,” Kanthasamy added.

“Sealy Sofa Convertibles has already achieved significant category and retail excitement and partnerships through the inherent appeal of our quality sofa beds,” said da Silva. “Our task is to offer our retail partners with a unique product and service experience that earns Sealy Sofa Convertibles a showcase location in their offering that consumers will ask for year-after-year.”

Domus Vita signed on as Sealy’s first-ever convertible licensee earlier this past summer and tested a few models at the Las Vegas Market this past August. The line is manufactured at company owned factories in China and Malaysia and warehoused in Vancouver and Toronto. It is in the process of opening two distribution centres in the U.S.

Da Silva told Home Goods Online the first group of sofa beds the company is producing target the mid-range price points and feature mattresses in both foam and coil constructions. “We are building them to Sealy’s exact specifications and will offer retailer and their customers great perceived value,” he said.

A veteran sales and marketing executive, Frank Rinella most recently served as vice president of sales for a sleep products manufacturer specialising in all-natural, hand crafted mattress and sleep solutions.

“Sealy’s got the perfect product to be a sales driver at the retail level,” said Rinella. “The contemporary stylish design will drive attention while the confidence consumers get knowing their guests will enjoy a comfortable sleep on a quality mattress is going to win a lot of sales for our retail partners.”

The company will also be showing Sealy Sofa Convertibles for the first time at the upcoming High Point Market, which will open for its usual five-day run this Saturday. The 2,500 square foot showroom will be located in space H543 of the International Home Furnishings Center.

Da Silva noted this will be another ‘soft’ showing for the line and expects it will be formally introduced to the industry at the Las Vegas Market next January.

The company maintains a separate web site for the line at www.sealysofaconvertibles.com.


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This HGO article was written by:
Michael J. Knell
Michael J. Knell

Michael is the publisher and editor of Home Goods Online. A seasoned business journalist, he has researched and written about the furniture, mattress and major appliance industries in both Canada and the United States for the past three decades.


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