Simmons Bedding Company, a leading provider of premium-branded bedding products, named Steve Fendrich president and chief operating officer last December, On January 1st Mr. Fendrich took over the duties of this key leadership spot within Simmons. He is reporting to chairman and CEO Charlie Eitel and is succeeded by Dominick Azevedo, senior vice president of sales, who has assumed the role of executive vice president of sales. In addition to Mr. Azevedo, Tim Oakhill, executive vice president of marketing, Rob Burch, executive vice president of operations, Scott Smalling, president of Simmons’ specialty division, and Paul Bognar, president of Simmons Canada, will also report to Mr. Fendrich under the new structure.

"Steve’s more than 24 years of experience in the bedding industry has helped us to gain a deeper understanding of our retailers’ needs, which, in turn, has contributed to record sales despite a very competitive environment," said Mr. Eitel. "Steve’s vision and motivation have driven us to strive for excellence in all areas of our business. I could not be more pleased about this appointment and look forward to continued success with Steve at the helm."

Under Mr. Fendrich’s leadership in sales, Simmons has gained considerable market share as a result of ten successive quarters of domestic sales growth. Mr. Fendrich has been instrumental in devising and overseeing the company’s strategy to compete at a broad range of retail price points, which has been one of the principal drivers of sales growth.

Since joining Simmons in August 2005, Mr. Fendrich made significant improvements to the company by realigning its sales organization to deliver higher service levels to its dealers. Mr. Fendrich also had a leadership role in the company’s decision to exit retail with the sale of its subsidiary Sleep Country USA in 2006, and he has been instrumental in the integration of the company’s two most recent acquisitions, former licensee Simmons Canada in 2006 and specialty sleep manufacturer ComforPedic earlier this year.

"I am honored to be part of a company that is committed to world-class service in every area in which it operates," said Mr. Fendrich. "Since I joined the executive leadership team over two years ago, I have been consistently impressed with the caliber of talent across all facets of the organization. I’m very excited about continuing to work together in my new role to sustain our positive momentum."

Prior to joining Simmons, Mr. Fendrich was chief executive officer and president of the company’s former Sleep Country USA retail operations. Before his role at Sleep Country, Mr. Fendrich was a co-founder and former owner of The Mattress Firm, one of the nation’s largest mattress retailers. From 1986 to 2000, he managed The Mattress Firm’s expansion from its original location in Houston to more than 200 company-owned and franchised stores across the United States.