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By: Dale T. Read
Publisher and Editor-in-Chief
Jim Nation Sets the Tone and Leadership
of Spring Air with the “Just Right” Philosophy
This publisher’s column is our third in a series of interviews with
a CEO of a mattress / bedding company. We hope that this column
gives our retail readers an insight into not only the character,
philosophy and focus of the leaders of the mattress/sleep industry,
but also helps the retailers have a better understanding of both the
featured company and its full array of products. It is our privilege
to interview Jim Nation, President and CEO of the Spring Air
licensing group for this autumn 2006 issue of BEDROOM Magazine.
Sometimes the simplest, most straight-forward comment can reveal a
volume about the character, quality and leadership skills of a
person. When asked about his management philosophy and the decisions
he has made as CEO and President of Spring Air Licensing Group,
Nation simply responded, “Sometimes we’ve made right decisions;
sometimes we’ve made wrong decisions; and sometimes we’ve been ahead
of our time even. One thing I do know is that whatever decision we
make I have a guideline; ‘Would you be happy to tell your mother
about the decision you made?’ If it can’t meet the ‘tell your mother
standard’ with your head held high, or at least with a logical and
ethical reasoning behind the decision, then don’t make it.”
It doesn’t take a lot to quickly realize that Nation has a clear cut
and solid foundation for making what may be complex and difficult
business decisions. However a basis for good decision-making is only
the beginning of Nation’s story as the leader of Spring Air.
Nation did not start out with the intent of being a business
executive. In fact he went to school with the idea of being a
teacher with a strong emphasis on mathematics. He attended Miami
Dade Junior College, and then Florida Atlantic. In order to support
himself during his college years Nation worked 30 hours a week for
Richards Department Store and lived at home commuting to classes.
Sometimes events and forces beyond our control define us, our
courage or character, and even determine our future. That is exactly
what happened to Nation. Through hard work and determination Nation
worked his way up the corporate ladder into leadership positions.
In 1975, 28 year old Nation had an opportunity to go to work for E.
B. Malone Company, the Spring Air licensee, in Florida. This was
Nation’s introduction to both the bedding industry and to the Spring
Air family. That company became Bassett Bedding and expanded their
distribution into a national company. During the next few years
Nation held a number of different management positions in both sales
management and national accounts sales development. Nation notes
that since Malone and then later Bassett had a small management
team, he got to do a lot and gain considerable and varied
experience.
In 1988 Nation joined the Ohio Sealy Mattress company where was
responsible for the Sears account. It so happened that both Sealy
and Sears experienced a huge growth spurt during Nation’s tenure as
the point man on that account. Nation recollects that during a three
year period Sears sales of Sealy products grew from $13 million to
$93 million. While he was with Sealy, Sears moved in the direction
of making Sealy their single source and Nation estimates that the
combination of Sears and Sealy resulted in $200 million in sales.
Nation was offered the opportunity to rejoin the Spring Air family
in 1990. Using his former contacts and considerable sales and
marketing skills, Nation succeeded in getting Spring Air beds on to
the floor of Sears and in developing a private label product for
Sears, as well as supplying foam to Sears as a supplier. Under
Nation’s direction, Spring Air experienced dramatic growth, and
Nation eventually succeeded in moving Sears over to Spring Air as
their primary supplier. By that time the Spring Air Brand had grown
to $190 million in sales and Nation became the President and CEO of
The Spring Air Licensing Group. Under Nation’s leadership the
company has grown to become the fourth largest domestic mattress
manufacturer in the US with 17 factories in the US and approximately
$360 million in wholesale sales to retailers nationwide.
Never content to stand still, Nation says there is always room for
growth. “We are stronger in some places and weaker in others,” says
Nation. “We are always looking for new retailers in underdeveloped
or undeveloped markets.”
When asked what he thought the overall Spring Air philosophy was
Nation stated, “It is our ‘Just right’ philosophy. Whether
developing new products or building close relationships with our
retailers and consumers, we seek the right solution for all
parties.” Nation points out that Spring Air has sought to bring to
the marketplace a right mix of innovation and technology aimed at
benefiting the consumer and dealers.
Discussing the question of new ideas and innovation, Nation notes
that Spring Air has benefited from a lot of creative people.
Sometimes ideas have come from the plants and sometimes from the
corporate office. Over the last decade much of the innovation and
marketing direction has come from the corporate office.
Nation notes that he travels extensively looking around the world
for both ideas and opportunities. “Sometimes we are quick to bring
things to market,” says Nation, “and sometimes not as quick as we’d
like to be. We certainly get credit for developing an innerspring
more comfortable than anything else in the market…and when you
examine our past, we go way back developing mattresses that were not
button tufted. We also get credit for developing the first pillow
top that we popularized.”
“We developed a proprietary surface layer with surface-modification
construction, not just convoluted foam. We offered zoned surfaces
with different cut and depth, providing better posture alignment.”
“Most recently,” says Nation, “we offered one-side and foam-encased
product. We perfected this approach. We were not the first to offer
foam encased mattresses, nor were we the first to do one-sided
mattresses. But Spring Air was the first to combine these features
creating an altogether new product.”
Nation also states emphatically that the ‘Just Right’ philosophy
pertains to Spring Air’s customers. “We really try to do things that
are right for our customers. By doing the right thing we’ll benefit
in the long run. We are fortunate in having a very special
relationship with our retailers. Our licensee owners and sales
managers maintain a strong relationship with the owners, buyers and
managers of our retail customers. And we reach out to the retail
sales associates also, with guidance, training and direction as well
as excellent product that offers retailers and consumers real
value.”
“Our retailer relationships are a tremendous asset for Spring Air.
It’s more than the Spring Air brand. We want the retail sales
associate to be successful. Our retailers know that our product is
equal to or better than other national brands, and that our value
and quality is better than our competitors,” say Nation. “The
retailer can make more money. Our sales reps will have better
relationships with their sales associates. The retailer knows they
get more bang for the buck…better results.”
With continued innovation such as the new breakthrough INFINITY Foam
Sleep Systems, the real customer-focused direction of the company
and the ‘Just Right’ philosophy, there is every reason to believe
that Nation will successfully lead Spring Air capitalizing on the
many worldwide market and growth opportunities that are out there.
Retailers interested in learning more about Spring Air and the
company’s ‘Just Right’ products are invited to contact Spring Air
at:
www.springair.com
(847) 439-4552 |
