RICHARD A. VLIETSTRA
3591 Fleetwood Drive ● Portage, Michigan 49024
Phone: 269.343.3101 ● Cell Phone: 269.317.2353 ● E-Mail:
SUMMARY
Sales executive with extensive brand development, sales, product segmentation, proprietary distribution, and both retail and wholesale experience in the consumer durable goods industry. I’ve developed strong relationships, innovative marketing programs which were designed to increase retail sales performance and influence the consumer’s purchasing decision.
EXPERIENCE
Independent Furniture Rep – Michigan March 2008 to Present
Representing: Palliser Furniture LTD, Fairfield Chair, Wynwood Furniture and Braxton Culler.
· Responsible for sales growth and account development in Western and Southern Michigan.
La-Z-Boy Residential
One of the world’s leading manufacturers and marketers of residential home furnishings.
Sales Representative 1994 – 2007
Responsible for sales, marketing, and advertising for Southern, Central, and Northern Michigan.
· Directed the expansion of the La-Z-Boy Furniture Galleries program (proprietary distribution) for the metro cities in the territory. Four free standing Galleries in 10 years.
· Developed and grew the La-Z-Boy In-Store Gallery program for the secondary markets adding four locations to my distribution plan.
· Responsible for developing and maintaining the La-Z-Boy distribution plan. This constituted the combination of La-Z-Boy Furniture Galleries, Regional Chains, National Accounts, and a General Account base.
· Served four years on the strategic fabric selection committee whose purpose was to select and recommend the forthcoming market fabrics for the next season.
· Administrated a Retail Sales Training and Development program for the proprietary distribution.
Rowe Furniture Incorporated
Rowe is known for its contemporary and lofty living lifestyle offerings as well as an extensive Gallery program with General Dealers.
Sales Representative 1989 - 1994
· Responsible for the State of Michigan….outside the Detroit Metro.
· Increased the Rowe Showplace Dealers program from zero to two proprietary accounts.
· Developed a new account strategy for lower and upper Michigan counties resulting in growth of 277% in five years.
· Member of the Corporate Training Program (Mentoring of new Sales Associates).
Van’s Furniture (Retail Furniture Store in Kalamazoo, Michigan) 1973 - 1989
· Retail salesman from 1973 to 1977.
· Upholstery Buyer / Advertising Director / Floor Display Coordinator / Sales Education Trainer from 1977 to 1980.
· Co-Owner from 1980 to 1989.
· Responsible for sales growth from $2 million to $6 million from 1977 to 1989 when the operation was sold to the Art Van Furniture Company.
Richard A. Vlietstra II
EDUCATION AND PROFESSIONAL DEVELOPMENT
Kalamazoo Christian High School, Kalamazoo, Michigan
Kalamazoo Valley Community College, Kalamazoo, Michigan
United States Army Reserve, 6 Years of Active and Reserve Duty
Western Michigan University, Kalamazoo, Michigan
Majors: Economics, Business Administration, Communications, History
Played Division 1 Soccer for WMU
Professional Development
· Master Graduate of Rapport Leadership International 2003-2006
Leadership Breakthrough I, Leadership Breakthrough II, Coaching in the Game
· Retail Sales management Course, Real Estate Development, Warehouse/Operations 2000-2005
Profitability, Sales Design I and II, In-Home Design Program Implementation.
· L. Lee Stryker Center – Kalamazoo, Michigan
“The Human Resource management System” 1983 “Improving Morale and Productivity with Performance Review” 1985
● IDS Associate Degree 1980
· American Management Association – Boston, MA
“Fundamentals of Management” 1980
· Certified Home Furnishings Representative - CHR Program 1996
AWARDS
La-Z-Boy Incorported:
3 Summit Club Awards – for outstanding sales achievement and surpassing all sales goals.
Rowe Furniture:
1993 Salesperson of the Year – first year eligible for this award. Recipients must be with the company for five years before consideration.
In Direct – Rowe In-Store Gallery Chairman’s Award….to Golden Fowler Home Furnishings of Traverse City, Michigan in 1993.
ACTIVITIES / INTERESTS
● Kids Hope USA (Mentoring Program) ● Family Camping ● Bicycling ● Gardening ● Reading
● Computers ● Travel ● Golf
REFERENCES
● Review Attachment
3591 Fleetwood Drive ● Portage, Michigan 49024
Phone: 269.343.3101 ● Cell Phone: 269.317.2353 ● E-Mail: