Sure Fit pumps team; new senior executives

ALLENTOWN, PA — Sure Fit Inc. has undergone a major reorganization of its senior management team, a move, the company said, toward making it an integrated marketing-driven organization. In the words of the company's president and ceo, Bert Shlensky, "We're focusing on becoming a decorating company rather than just a slipcover company."

"We're really enhancing both our merchandising and our marketing, and we're strengthening our brand," Shlensky told HTT, noting that it was an ongoing process that Sure Fit has worked toward for the last 10 years. He added that by 2005 one of his goals for the company is to gross $500 million.

Leading the changes is Marisa Thalberg, who has joined the company in the newly created position of senior vp of marketing and new business development. Previously he was a vp with Unilever Cosmetics International. Liz Mandracchia, formerly was the vp of marketing, has been promoted to senior vp of marketing and brand development. A relative newcomer, Rick Platt has been promoted to senior vp of sales from his position of vp. Paula Neustat has been promoted to senior vp of merchandising from her position of vp.

Shlensky noted that Sure Fit's merchandising staff has grown from two a year ago to seven now, with plans for two more.