HOUSTON — Bedding specialty retailer Mattress Firm

has formed a team to develop corporate branding for the fast-growing company.

As the team’s first members, it has hired Diane Peterman as director of brand development and Scott Sensky as director of customer relationship marketing.

Peterman, most recently director of brand communications for Eastman Kodak, will oversee Mattress Firm’s brand building and concept positioning initiatives, while establishing strategic alliances to continue to position the company as a category leader.

She has worked in marketing, advertising and corporate branding for 15 years.

Sensky, most recently director of market planning for retailer Goody’s, will direct Mattress Firm’s in-store brand development efforts and Internet strategy. He has 15 years experience in specialty and department store marketing and advertising.
 
“As we continue to grow and expand into new markets nationwide, it’s critical that the Mattress Firm brand is consistently represented across the entire organization,” said Bill Dandy, executive vice president-branding for the company. “With the formation of this team and the addition of Scott and Diane, we have put in place a blend of classical and retail marketing branding and advertising expertise that will … deliver our brand promise.”

Mattress Firm said earlier this month that it expects to acquire 140-store Mattress Discounters of Upper Marlboro, Md., a move that will give the Houston-based company some 500 stores in 25 states.