JAMESTOWN, NY – Bush Industries, Inc., a maker of case goods and ready-to-assemble furniture for office and home, says it has completed the final phase of separating into two distinct operating divisions: Bush Furniture, for retail and online sales, and bbf, for the commercial market segments.

Each operate as separate strategic business units of Bush Industries, but sharing select services such as information technology, human resources and finance. Bush Industries also operates its Rohr division in Germany and has China operations, with manufacturing and distribution facilities located in western New York, Pennsylvania, China and Germany.

The move follows an18 month transition. “We’ve completed a successful rebranding of our divisions," said Jim Sherbert, CEO, "and formed valuable strategic partnerships." 

To support each business unit, the Bush Inudstries says it is reinvesting for expansion in of sales, product development, marketing and distribution. The sales organizations of each division will continue to grow with the addition of internal and independent sales representatives, and each will have a devoted national sales force to drive more multi-channel sales and support expansion in the retail furniture market.

Patrick Theimer was named president of Bush Furniture, and Jim Garde, president of bbf, both reporting to Jim Sherbert. Theimer joined Bush Industries two years ago as executive VP marketing and e-commerce. Garde has been CFO of Bush Industries since 2006. 

Over the past year and a half, Bush has implemented an aggressive marketing strategy with its rebranding efforts, new product lines, and new partnership initiatives. In August 2010, Bush announced its partnership with kathy ireland Worldwide and launched kathy ireland Office by Bush Furniture. In June 2010, the rebranding of its commercial division as bbf created a stronger, contemporary brand, aligned to the transactional requirements of small and mid-sized businesses, as well as specific market niches such as the serious office-at-home professional.

In addition to the rebranding efforts undertaken for Bush’s commercial division, Bush also organized Bush Furniture to include five main collections: kathy Ireland Office by Bush Furniture, my|space by Bush Furniture, Bush Furniture Signature, Office Connect and Workplace Solutions.

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