Heath E. Combs
Expects most sales reps to remain

HIGH POINT — Bermex International told the sales staff of just-acquired casual dining rival Dinec here that production should start soon at Dinec’s 80,000-square-foot plant in Trois-Rivières, Quebec.

Bermex President Daniel Walker said he told 18 Dinec sales representatives that output would begin at “a very fast pace” to fill about a two-month backlog of Dinec orders.

Bermex closed on its purchase of bankrupt Dinec during the April market here.

Walker said he expects most of the reps will remain with Dinec, which will be run as a separate company.

“There’s a strong loyalty to the line from a rep perspective,” Walker said. “I explained that it will stay Dinec, that we will introduce new models in Las Vegas in July and that we’re putting together a plan to relaunch Dinec. The relaunch is starting now.”

He said Dinec will stick to casual dining and will not make bedroom or its contemporary chair, table and storage line called Diva.

“We think the backlog will be cleared in four to six weeks,” he said. “I would say even new orders at the beginning will be four to six weeks.”

Walker said he is interviewing potential replacements for Dinec founder and former President Patrice Gervais, and that a new leader should be in place before the Las Vegas market. Karine Larouche will remain as marketing director, he said.

 Dinec will focus on better quality, better service and better delivery, and Walker expects the company to remain a design leader.

Dinec sought court protection under Canadian law in January, about nine months after moving to its Trois-Rivières factory from Louiseville, Quebec.

Bermex, based in Maskinonge, Quebec, acquired Dinec’s factory, equipment, inventory and trademarks for an undisclosed sum. Walker said the factory has a capacity of C$50 million annually. Bermex has seven other factories totaling 585,000 square feet, with 675 employees. Dinec had about 90 workers.

Walker believes there’s room for both brands. “Bermex had a very good year last year and our business remains strong,” he said. “We looked at their customer base and product line, (and) there’s no question there’s room for Dinec in the market.”

He said Dinec would return to the High Point market in October, and will show in Toronto next January. Bermex plans to exhibit in Las Vegas for the first time this July.

Canadian Correspondent Michael J. Knell contributed to this story.