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Brad Cates Named COO of Sarreid Ltd.

Cates has been in the furniture industry for more than 20 years. 

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Brad Cates Sarreid COO

Full-line resource Sarreid Ltd. announced that industry veteran Brad Cates has been appointed to the position of Chief Operating Officer, reporting to the Sarreid Board of Directors. 

Over his 20-plus year career in the furniture industry, Cates has been responsible for sales, marketing and operational efforts for major brands such as Mitchell Gold, Thomasville and Natuzzi. Most recently, Cates was President and CEO of Curate Home Collection. 

“It’s an honor to be selected by the original management team of Sarreid to lead this organization," Cates says. "Over the last 52 years, Sarreid has maintained a leadership position in the industry by providing beautiful, unique, high-quality products with impeccable service — supported by the longevity of our internal team, sales representatives and the customers we serve. My goal will be to build upon this heritage of excellence across a dynamic distribution landscape. Our domestic stocking position is a strategic advantage in terms of serving the immediate gratification needs of today’s consumer.”

“Brad’s excitement for people, product, and process so perfectly reflects Sarreid’s vision,” says Charles A. Hoffman Jr., Partner at Sarreid.

“Brad brings a vast knowledge of this industry to Sarreid along with years of experience in high-end home furnishings," says Sarreid Partner Alex Sarratt. "We are fortunate to have him join our executive management team.”

Sarreid will introduce more than 200 new products at the October High Point Market. The Sarreid showroom is located on the third floor of the C&D Building at 201 W. Commerce St. 

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