Goodbaby International Establishes its own Distribution Office for the CYBEX Brand in the USA
Goodbaby International is pleased to announce the establishment of its own distribution office in the USA, Columbus Trading Partners – USA. The US juvenile and nursery products market is one of the largest in the world. Building a CYBEX dedicated distribution platform will facilitate Goodbaby International’s penetration into this important market. Columbus Trading Partners – USA, will manage the distribution of the CYBEX product range into the Americas market.
Goodbaby International has appointed Luanne Whiting-Lager and Bengt Lager as Directors of Columbus Trading Partners – USA, reporting to Gregory E. Mansker, Chairman and CEO of Goodbaby Americas. Both are well-known industry leaders with over 20 years of experience in the juvenile products industry. In 1991, Luanne and Bengt founded Regal Lager and over the years introduced well-known brands such as BabyBjörn, Phil & Teds and CYBEX successfully. Both are active members in the Juvenile Products Manufacturers Association (JPMA), serving on committees and their board and also serving on the All Baby & Child board.
Mercy F. D’silva has joined the organization as Vice President (VP) Sales USA/Canada. Mercy has executive experience in brand building as well as all aspects of sales force management. As National Account Manager at Britax for the past five years, she was responsible for the overall strategic direction and execution of the business for Babies R Us and Buy Buy Baby. Before joining Britax, Mercy had her own consultancy firm and supported major European brands in the areas of brand building, distribution and business development. She started her career in the juvenile industry in 1999 at Tiny Love, The Maya Group, Inc. as Director of Sales, USA.
“I am very excited about the new direct distribution of the CYBEX Brand in North America. This marks an important step forward in our expansion strategy for the US market,” said Greg E. Mansker, Chairman and CEO of Goodbaby Americas. “It will accelerate the growth of our business and ensure that we deliver top service and quality to our retail customers and their consumers, whilst utilizing Group services at Evenflo we will achieve synergies for the Group.”
“Goodbaby International’s geographic expansion across the Americas, EMEA and APAC, incorporates localised operations and direct distribution platforms. We have started the second phase of our integration, and will continue to launch our Brands across each continent through Group distribution channels”, said Martin Pos, Deputy Chief Executive Officer of Goodbaby International. “Our investment in a direct distribution organisation in the USA shows our dedication to the continued expansion plans of the Group’s entire portfolio of brands and products.”