Laurie Tokarz, president, Restonic Mattress Corp.
Laurie Tokarz has been part of the home furnishings industry for more than 30 years and is now seated to lead Buffalo, N.Y.-based Restonic Mattress Corp. as president. Not a newcomer to the company, Tokarz was chief sales officer for Visionary Sleep, Restonic’s largest licensee, for five years before being named president and has been intimately involved in Restonic’s growth.
In her new position, she has big plans for the company that include growing the company’s market share, expanding its digital communication with consumers and continuing the evolution of Restonic’s popular licensing partnerships with Biltmore and Scott Living, part of the Drew and Jonathan Scott brand.
Tokarz’s passion for diversity and empowerment is contagious, and she is an outspoken proponent of recruiting and hiring a diverse mix of team members. In networking with industry groups and other female executives, she is eager to draw in new, diverse faces to provide new perspectives.
“Woman make most of the buying decisions on some home purchases, and its key to have women within our companies is more import than ever,” she says. “We need to figure out a way to attract new females and more diversity into our industry.”
Internally, an initial step the company has embarked on is through its vibrant social media and sleep blog is to shift how Restonic presents itself to consumers and potential new hires. In addition to ensuring images are representative of a diverse mix of people, Restonic is working to translate its online assets into languages in all of the countries the brand is presented.
“It’s important for our brand to look and feel diverse and more welcoming,” she says. “As people being to look at companies to work for, they are looking at all aspects of a brand. This will help our licensees attract a more diverse workforce.”
Recently, the company has expanded the Scott Brothers partnership with a new mattress lineup under the Drew & Jonathan Home moniker to coordinate with the new licensed collection with case goods company HMI. The Drew & Jonathan Home mattresses by Restonic will be exclusive to retailers selling the case goods collection by HMI, a division of Hooker Furniture Corp. The company has also extended its Biltmore sleep collection to continue that partnership.
Taking the reins of Restonic during a pandemic has brought its set of challenges, including keeping up with increased consumer demand, materials shortages and fluctuating prices, issues impacting the entire industry. Despite those challenges, Tokarz remains bullish about the company’s future.
With a firm foundation in digital communication via its long-running sleep blog and a vibrant social media community, Tokarz sees those channels as means to stay in contact with consumers and educate them on the benefits of healthy sleep as part of a healthy lifestyle.
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September 07, 2021 at 01:53AM
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People to Watch: Laurie Tokarz, Restonic Mattress Corp. - Furniture Today
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