Kingsdown Canada mattress maker hires Sales VP
Bedding industry veteran Tony LaMantia has joined Kingsdown Canada as vice president of sales, a new position for the privately held licensee, according to Furniture Today
Reporting directly to Vice President Mike James and President Hugh Owen, LaMantia intends to cultivate relationships with key strategic partnerships for Toronto-based Kingsdown.
He hopes to leverage his 24-year experience working for Simmons Canada to develop innovative sales and marketing programs. At Simmons, LaMantia served as vice president of sales and merchandising.
Kingsdown Canada is recognized as a leader in sleep research and science, Body Diagnostics process, and provides only the most quality bedding products that will deliver the best sleep possible.
LaMantia told DailyVista that his role involves not only increasing sales, but also cultivating relationships with strategic partnerships like Sears Canada, which is one of Kingsdown
Canada’s major customers along with other large regional independent stores and chains.
“Without getting into anything specific, which we don’t want our competitors to know about, we tailor our product lines and our marketing programs to meet the customer’s needs,” he said. “Kingsdown is Canadian-owned and -operated with three facilities in Toronto, Vancouver and Calgary, so all of our products are made in Canada for our customers.”
Because of Kingsdown's highly regarded reputation in the bedding industry, our source said that the company is able to offer unsurpassed customer service, not only through retail and customer service, but also through quick delivery programs as well.
“We sell to the retail furniture stores,” LaMantia said. “We don’t go through a distributor, which is how all furniture and bedding is sold. Certainly in the mattress industry it’s all sold direct to the retail stores in the mattress industry.”
For the most part, Kingsdown Canada has a core customer base that it has long-term relationships with. Ergo, the company doesn’t advertise in trade magazines or attend trade shows to try to reel in new customers, but instead continues to work with its existing customers.
“In the Canadian marketplace we work with key retail customers like Sleep Country who we partner with and sell our beds to and in turn help educate their sales associates on the features and benefits of our products,” said the new sales executive.
Aside from Kingsdown’s sales force that works with the retail sales associates, the company doesn’t typically engineer its own advertising campaigns to ramp up consumer brand awareness, but Kingsdown does work with its retail partners to advertise at the point-of-sale and through other traditional outlets.
LaMantia said that the company has yet to engage in any other types of strategic partnerships aside from the ones it has with specific furniture retailers. This is primarily due to the fact that bedding is a big-ticket consumer purchase that’s sold on its own through retail outlets.
“We’ve never partnered with, say, a Sony or somebody else to try and market that way,” he said. “Obviously I hope to continue the growth of Kingsdown and Owen & Company (parent company) and Kingsdown Canada. In the short term, I’ll be continuing to develop and work with the Kingsdown team to develop innovative new products.”
Our source was unwilling to divulge any details that the company would deem confidential and strategic; he added that the bedding business is just as competitive as the furniture industry, and even more so given the fact that it’s such a small industry, especially in Canada.
“We don’t have an AOR, but we would contact (agencies) based on the needs for specific projects,” LaMantia said.
In the United States, Kingsdown contracts Boston-based Mullen as its AOR, a relationship its endured since 2007, according to The List database.
The Nielsen Company reported that Kingsdown in the U.S. spent about $310,000 on national advertising in 2009. About $120,000 was spent on spot television ads, about $110,000 was spent on outdoor ads and about $70,000 was spent on B-to-B initiatives.
51 Stone Ridge Road
Vaughan, Ontario L4H 0A5
Vice President, Sales