Master mattress maker Literie Laurier has announced the appointment of Ronnie Bergh as director of sales – USA.
With more than 10 years of experience in the premium bedding industry, Bergh brings strong expertise in building high-performing retail distribution networks, optimizing in-store sales performance, and developing long-term, value-driven partnerships.
Previously, Bergh was at Hästens, where he worked closely with luxury retailers, focusing on customer experience, brand value, and in-store profitability. In the United States, Bergh will focus on strengthening relationships with existing retail partners, actively supporting in-store sales teams, expanding into new strategic retail locations, and building a structured and scalable sales approach.
The company says that with Bergh’s addition, it is strengthening its ability to provide hands-on support to its retail partners, implement effective in-store sales strategies, and ensure strong and consistent brand execution.
“My priorities are simple: help our partners sell more, support our regional sales agents, and improve brand material for our retailers,” says Bergh. “In a market saturated with adjustable bases, Literie Laurier takes a unique approach with Harlequin. It is a fully integrated adjustable mattress with no base required, creating a simpler, more intuitive product to present a clearer customer experience and stronger perceived value that supports higher margins.”
As Paramount Sleep Company continues to expand its reach and support for retail partners across key regions, it has strengthened its sales organization with the addition of two seasoned industry professionals: Chuck Lovelady and Bill Estes.
Lovelady joins Paramount as a sales representative, responsible for expanding coverage and service throughout Tennessee, Kentucky, and Alabama. He brings more than four decades of experience in furniture and bedding. He began his career in 1985 with Cresent Furniture in Nashville, Tennessee, as a retail sales associate, and over the course of more than 20 years, he advanced through the organization to become vice president of one of the nation’s leading independent retailers. Following his time at Cresent, Lovelady served as general manager of BF Myers from 2008 to 2012 and most recently held a role with Restonic through fall 2025.
Estes has joined Paramount as Mid-Atlantic key account representative, and he will focus on supporting customers and developing new business throughout the region. He brings more than 25 years of experience spanning complex sales, retail operations, and business development. Estes began his industry career as a senior bedding specialist with Haynes Furniture in Richmond, Virginia, where he spent 23 years. He later joined Roberts Furniture & Mattress, successfully opening and managing the company’s Suffolk, Virginia, location.
Both Lovelady and Estes report to Steve Maddox, director of sales for Paramount Sleep Company.
“Chuck and Bill each bring a deep understanding of the retail landscape and a strong commitment to customer relationships,” says Maddox. “Their experience and credibility in their respective markets will be instrumental as we continue to grow and support our retail partners with differentiated product and service.”
Purecare has promoted Kelly Crenshaw and Danny Ramos, two key players in its strategic plans for brand growth, development, and innovation.
Crenshaw joined Purecare in 2021 as vice president of product development and merchandising. She is now senior vice president and will continue to lead the product development team in every stage of the process and coordinate across departments to direct the vision and launch of new products. Crenshaw has played an integral role in developing new global sourcing partnerships for the company’s core product categories and in launching a collaborative natural bedding collection with Dr. Andrew Weil, noted advocate for integrative medicine and healthy living.
“Kelly’s many contributions to our business are as difficult to measure as they are impossible to ignore,” says Sarah Bergman, chief marketing officer for Purecare. “She is a true powerhouse combination of talent, drive, and smarts. But above all, I think her curiosity is her superpower. She is a consummate student of what drives successful products in the specialty sleep retail space.”
Purecare has also promoted Danny Ramos to director of sales. He has been with Purecare for nine years, climbing the ranks from regional training specialist to his most recent role as director of training and development. During his tenure, Ramos has emerged as a key educator and well-recognized spokesperson for the brand.
His new role includes creating high-level strategies and providing new analytical perspectives on key accounts for the company. He will create efficient strategies to train retail sales associates and forecast how current and new product offerings can benefit partners’ businesses.
“Dan has always jumped into the deep end with our team to accomplish anything that needs to be done with excellence,” says Anthony Petrucci, Purecare’s senior vice president of domestic sales. “I am incredibly proud of Dan and his new role as director of sales. He’s already doing a great job.”
Purecare leadership believes continual investment in its team enables each member to strive for and achieve greater success for the benefit of the brand and its retail partners. •