Catalina Home of California and Dream Weaver Carpets of Chatsworth, Ga., have partnered to create a joint sales initiative. Although both companies will maintain their autonomy with manufacturing and customer service, they will use a universal sales force to market and service both lines. Gary Hollowell, formerly Mohawk's svp residential sales and a 32-year industry veteran, has been appointed vp sales and marketing to manage and lead the new sales force.
Hollowell has been involved from the beginning in bringing the two identities together and has personally selected the territory managers who will be representing the brands in the market place. "We believe that by marketing both brands and product lines with one sales representative, it will allow us the ability to bring the dealer base a product mix that offers both brand recognition with Catalina’s Stainmaster products and mainstream value with Dream Weaver’s solution dyed PET," he said. "This product mix will allow us to match dealers with the products that are most important to them running a successful and profitable business."
Catalina and Dream Weaver will debut the new alliance at Surfaces 2011. The space, Booth #S1121, will show two new product lines and merchandising from both Catalina and Dream Weaver. The product lines will be sold to retailers with emphasis on creating the right distribution format. The focus for the two companies is to remain low-cost producers with high quality standards and service levels. Inquiries about availability of the product lines or employment should be directed to Gary Hollowell at (866) 706-9745.
Catalina has been a West Coast manufacturer for the past 35 years, focused mainly on high end, specialty products made of Stainmaster yarn systems. Dream Weaver was established in 1992 as a promotional products manufacturer that utilized excess yarn capacities to create unique products for retailers looking for values.
In the past 12 months, both companies have dramatically changed direction in their market strategy. Catalina moved all product manufacturing to Dalton, Ga., in early 2010. Dream Weaver struck up an alliance with Engineered Floors as their primary yarn supplier of solution dyed polyester fiber, trademarked as PureColor. As a result, Dream Weaver has created a new product assortment utilizing this new capacity of fiber. All products will be treated with 3M Scotchgard to enhance their performance, and feature Limited Lifetime Stain Protection; 5 year Soil Protection, 10 year Fade, and various texture retention warranties.
The companies are headed by Duane Jensen of Catalina, and Melvin Silvers, president of Dream Weaver Carpet Industries Inc.
Catalina, Dream Weaver create joint sales team
December 29, 2010