Upscale custom upholstery specialist Sam Moore Furniture, a subsidiary of Hooker Furniture Corporation announced the appointment of executives in sales and merchandising management.

Frank Richardson has been named Vice President of Sales for Sam Moore, and Erin Dooley has been named Vice President of Merchandising, with both reporting to Mike Moldenhauer, president and chief executive officer. In addition, Maureen Delauter, who has served as assistant merchandise manager, has been promoted to merchandise manager, reporting to Dooley.

“While in the past we have had one individual responsible for both sales and merchandising, we are establishing more clarity and specialization going forward by having separate leadership for the vitally important functions of merchandising and sales,” Moldenhauer said.

Richardson joins Sam Moore as head of sales after 14 years with Hooker Furniture (HFC), most recently as national sales manager. A few months ago, approximately 70 of HFC’s professional sales representatives joined the Sam Moore sales force. “Frank’s strong relationships with the sales rep force and our mutual customers, along with his extensive knowledge of the operations and culture of Hooker, will enable him to make an immediate positive impact,” Moldenhauer said. Richardson will be responsible for “charting, measuring, managing and motivating” the sales rep force, he said. He added that Richardson’s knowledge of HFC wood furniture operations should help tie Hooker and Sam Moore closely together with fluid communications that will help realize marketing synergies between the two companies.

Dooley is re-joining Sam Moore as head of merchandising after serving in merchandise management at the company for about seven years in the recent past. She has a degree in fashion merchandising from Virginia Commonwealth University and has held past management positions with Dillards and Eddie Bauer. Dooley will be responsible for product development, fabric selection, pricing, retail promotions and showroom display.

Delauter, a graduate of the Home Furnishings Marketing program at High Point University, has been with Sam Moore since 2005. She will work with Dooley in product development and showroom display.