Michael J. Knell –
MISSISSAUGA, Ontario — Easyhome has hired U.S. rent-to-own veteran John Natale to lead its

upcoming charge into the U.S. market, a campaign that is expected to begin later this year.

Natale has been named vice president of Easyhome U.S. Holdings, a subsidiary of Canada’s largest rent-to-own merchant. He reports to David Ingram, Easyhome president and CEO.

Natale began his career with Rent-A-Center in 1983, eventually becoming a regional director, responsible for the operations of about 70 stores in New York, Vermont and western Massachusetts. He left Rent-A-Center to become general manager for a franchise operation, which he expanded over the past 10 years until it was recently acquired by Rent-A-Center.

He will be based in Albany, N.Y., where Easyhome plans to open an office to accommodate a management team that will develop operations in the 14 states that border Canada. Accounting and other support functions will continue to be located in the publicly held merchant’s Edmonton, Alberta, headquarters.

“I have known John since 1995 when he was responsible for my orientation into the rent-to-own industry in the U.S.,” said Ingram. “His proven successful track record as a senior manager in the rent-to-own industry in the U.S. represents an important step forward in strengthening our management team.”

Easyhome says its U.S. debut will take place later this year somewhere in New York, although not in Buffalo.

While Easyhome will guide its U.S. efforts in the border states, the company has signed a license agreement with U.S. RTO veteran Bud Gates to lead the effort in the rest of the country.

Including its first franchise store, Easyhome operated 191 stores at the end of 2013 and had revenue of C$119.6 million last year.