2025 CA Region Game Plan

California Region Game Plan 2024

Key Focus: "It's the Economy, Stupid" – highlights significant economic conditions influencing sales performance.

Brand Strength: Sherwood placement at key retailers.
Product Launches: Tempur Adapt successfully launched.
- Sales Training: Emphasis on sales processes and factory tours for deeper understanding.
- Collaboration: Enhanced collaboration among BAM, CMM, and trainers.
Momentum: Lux Adapt gaining slots and sales momentum.
Stearns & Foster: Sales below prior year (PY) but showing improvement with increased advertising from retailers.
Financial Health: Retailers investing in Tempur Breeze and adjustable bases and team morale remains strong.

Positive signs from Stearns & Foster, despite being below PY, with an improving trend.
Strong performance and advertising on Tempur Breeze products.
Significant morale reported in team and representative levels.

Traffic & Sales: Issues reported in retail sales and traffic levels.
Margins: Retail margins under pressure, particularly for Sealy non-UPP products.
Brand Performance: Sealy is losing market share; further issues during off-promotion periods with major declines in performance.

Sealy’s performance is underwhelming, leading to overall misses compared to prior year’s goals.
A modest YOY sample increase of only $230K in Q3 reported: Indicates possible declines in product acceptance or market penetration.

Total Sales by Brand: TEMPUR + SEALY recorded a total of $123,284,036, marking an 8.01% decrease from PY.
Attachment Rates:
- TEMPUR: 61.6% (up from 59.9%)
- Stearns & Foster: Significant brand migration; despite challenges, some brands like SWD have shown growth.
Projected Year-End: Sales forecasted to total around $144M vs. $154M in PY.

Wins: 22 total wins translating to an annual sales gain of $12,465,500.
Losses: 7 reported losses equating to $609,000.
Opportunities: Strong presence in new account openings with six new accounts contributing to growth.

Leaders Like Jerome’s: Significant new business partnerships leading to increased sales.
Southwestern and Scan Design: Benefiting from YOY increases in key products, although Sealy is declining.

Mancini’s & Stoneledge: Notable declines in shipments, with specific figures illustrating performance dips from both major and minor brands firsthand.

Open Roles: Several territories experiencing turnover.
- Leadership transitions announced, including promotions and retirements.
Flight Risks: None reported, suggesting overall stability within current workforce.

Goals: Maintain market leadership by expanding profitable distribution and operational excellence.
Performance Metrics: Targeting significant percentage increases for Sealy, S&F, and Tempur brands.
Key Strategies:
- Focused brand advocacy programs and comprehensive sales training initiatives planned.
- Continuous engagement with all retail partners to maximize success potential.
- Drive market share increase through new accounts and strategic brand placements.

Team Morale: Ongoing investments needed to constantly support and recognize team efforts.
Best Practices & Accountability: Promote collaborative team growth through mentorship and productivity improvements.

Expectations for Growth: Emphasis on returning to growth trends in 2025 after a challenging year. Prioritize all strategies to maximize brand share and leverage new product launches effectively.