Retail Observer

RETAILOBSERVER.COM JULY 2016 60 B U Y I N G G R O U P N E W S RO BRANDSOURCE HIRES SALES HEAVY- HITTER OBED HERNANDEZ Sales industry stalwart Obed Hernandez was recently hired as national sales manager of Expert Warehouse, BrandSource's distribution arm. A seasoned veteran of the retail sales business, Obed brings over 20 years of experience with him to his new post. While based in Expert Warehouse's Secaucus, NJ headquarters, he will lead the division's inside sales force while developing new programs, creating incentives, devising sales contests, and setting team goals. Although newly installed as manager within the sales arm facility, Obed already has ambitious plans. "I hope to grow the business organically while developing a cohesive sales environment," he says. Obed was most recently regional sales manager, Mid-Atlantic States for Tracfone Wireless, Inc., one of the nation's largest cellular companies. While at Tracfone, he reported directly to the company's senior vice president while successfully leading the wireless service provider's sales force. Prior to that, he was regional sales manager for Paterson, NJ-based Rol Rom Foods. Before his tenure at Rol Rom, Obed gained valuable sales experience as a manager for Ashley Furniture Home Stores. While at the retail furniture company, he managed 46 sales representatives in merchandising, sales and marketing within the company's Paramus, NJ and Middletown, NY offices. Obed credits his time with the stores as being particularly advantageous to his new responsibilities at Expert Warehouse. "Ashley Furniture definitely gave me a leg up with the experience it provided me in retail sales of items found in the home," he says. Obed graduated from Montclair State University with a bachelor's degree in finance. Along with his formidable sales and marketing experience, he is also fluent in Spanish. Obed resides in NJ with his wife and family. In his spare time, he is a volunteer assistant football coach for the Westwood Wolverine Youth Football Program and a volunteer assistant coach for Westwood Little league baseball as well as a supporter of St. Jude Children's Research Hospital. BRANDSOURCE INTRODUCES NEW STORE INTERIOR SIGNAGE & DÉCOR PACKAGE BrandSource is proud to announce the introduction of a new Store Interior Signage and Décor Package for our members. The creative display options, offered in this bold, new initiative, are an effort to dazzle the senses of new customers while providing stores with an updated look. The package includes a base signage kit with customization options. The cost for the base kit is only $749. The interior signs are printed in vibrant 4-color and presented in an elegant and shopper-focused manner. The signs on Ultraboard are printed on both sides. The fixtures for hanging these signs from the ceiling are included in the package. Repositionable Cling signs are printed on 1 side and are easily installed on almost any surface including wood and cinder block. They can be easily removed without damage to the sign or surface and can be repositioned multiple times. Signage titles include Department, Category, Manufacturer/ Brand, Competitive Advantages, and BrandSource Logo signs. Stores select the specifics of each package and each is created and produced according to specifications. For example: You may pick any two (2) 36" x 24" Department signs OR you may write in your own department or category. Those 2 signs are included in your kit. The package consists of 20 individual signage units. Additional signs of any type are then available when ordered with the kit. So, you have complete flexibility for quantity, type, images, logos and messaging. This new signage program reflects a desire by BrandSource to not only direct the customer to their desired products, but to also showcase new products, product lines, brands and innovations. The displays ensure that customers will consistently be up-to-date on the new technologies that our members' retail stores have to offer. This effort to provide owners with innovative methods of décor is yet another example of the benefits of BrandSource and the perpetual collaboration between company and membership. To request a catalog please contact: Kristina Smallwood at Kristina. smallwood@brandsource.com, or at 714-422-0750 ext 3017. O B E D H E R N A N D E Z

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