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Coleman Company refocuses strategy

The Coleman Company will strengthen its mass store sales organization while refocusing to better support its enhanced specialty store sales initiatives as part of a global strategy to strengthen sales and product development functions.

The company recently named Bruno Cercley president of Coleman EMEA, SAS, which includes operations in Europe, the Middle East and Africa. In his new position based in Lyon, France, Cercley will have overall responsibility for operations in these regions and will spearhead the international expansion of the Coleman and Campingaz brands.

Randy Brillhart, Coleman senior vice president, sales, will head the mass customer sales effort, leading a sales force of experienced professionals having long-term relationships with mass customers, including Wal-Mart/Sams, Target, K-Mart/Sears, hardware/home center channel and clubs.

Coleman also will refocus its sales force specialty store mandate, aided by establishing a new senior sales position of vice president, specialty sales position.

"(Providing focused sales and product development support for our mass merchandisers) remains a top priority," Coleman President and CEO Gary A. Kiedaisch said. "However, we have also known that their needs differ from other categories where our product is sold. This effort will provide better service to all channels and should strengthen Coleman's offering as well."

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