CHESTER COUNTY, Pa. — Brand strategy consulting firm Hunter has hired Shawn


Gerety, a former furniture manufacturer’s representative and retailer, as vice president of sales for U.S. and international markets.

Gerety said he hopes to bring Hunter’s expertise in building brands to the furniture industry.

“The more competitive the market, the greater the need for a strong brand,” he said. “From the first time I was exposed to Hunter’s process and saw it working, I thought about several furniture manufacturing companies that could really benefit from their services.”

Gerety has represented Ashley, Largo, University Loft, Leather Italia, Incanto and Sleep Logic. He also owned and operated Pennsylvania retailer Homestyles Furniture.

Hunter has been in business since 1986 and has worked with clients in a range of industries, including Nautica, Sears, Guess watches, Comcast, Temple University and Conestoga Wood Specialties.

Hunter President John Willis said the firm has a process to help a company assess and establish its brand relevance and brand congruity.

“Brand relevance is simply stated as, ‘Does anyone (customers and prospects) really care what my brand has to say?’ And then secondly, ‘Is how I want my brand to be perceived congruent with how it is seen from the customers’ and prospects’ perspective?’ When a brand is relevant and congruent, it will be successful,” said Willis.