kelly steele

kelly steele

Toronto, ON, CA




Chairtech Inc., Toronto, ON, CA, VP sales, Purchasing & Product Development

Chairtech Inc.
VP of Sales, Purchasing & Product Development
(May 2013 – Nov 2013)
Chairtech a leading wholesale manufacturer and distributor of contemporary and modern furniture/accessories to progressive retailers ,from around the world. Visit for more info.

 Managed all aspects of the business including financial planning, budgeting, sales and customer service; Retailers, B2B & Designers. Market analysis and positioning, marketing and advertising, and vendor relations and negotiations. Channel Management. Customized Branding & Specific Client Marketing.
 Edited, Refocused and Streamlined Product LineUp to Increase Return on Assets.
 Coached, mentored and developed 12-member sales team. Directed sales team throughout Canada and USA. Container and Warehouse Sales. Prepared annual sales forecast by projecting sales volume. Hired and trained, new assistant/receptionist and implemented new ordering and ledger systems. Excel and customized Ordering processes. Increased office efficiency by restructuring logistics.
 Oversaw four International Showrooms. Participated in the CIFF, SINOEXPO, LAS VEGAS, HIGH POINT MARKET, & CGTA Gift Show ( CHINA,USA & CANADA)
 Planned and coordinated the launching of New Brand CTBLACK at High Point Market. Sourced, conceptualized, and developed Full New Line with tremendous response. Worked quickly and efficiently with Factories, in China, in order to launch in a 12 week turnaround. Cost Negotiation.
 Increased market share and sales : forecasting, P&L management, budgeting, sales analysis
Tightened inventory control and Logistics as a process. Introduced Container tracking & monitored Order Fulfillment Cycle Surpassed Sales targets by 12% with an added New customer base and increased Profitability! Conversion Rates increased through honesty, inventory levels and “wowing” the customer!

May 2013 - Nov 2013

FLOR Inc, Toronto, ON, CA, DIrector of Canadian Operations/Store Manager

Store Manager & Director of Canadian Operations
(Sept 2012 – Jan 2013)
Innovative carpet tile manufacturer with 19 retail stores in the US and 1 in Canada; a division of Interface, the world leader in carpet tile manufacturing and distribution. Visit for more information.

 Leveraged expertise in Canadian retail and the home decor segment to open the company’s first store in Canada, an 1,800 square foot showroom in the high-end Yorkville shopping neighbourhood
 Planned and coordinated a tremendously successful and well-received grand opening launch event with more than 200 attendees including architects, designers, and members of the media. Hired all sales executives and in store staff. Customized Interface computer program & new debit component
 Participated in the International Interior Design Exhibition (IIDEX), International Home Show (VIP section), Design Exchange Annual Gala, and the Interior Design Show. Created marketing materials and media kits. Indicated to Corporate (Chicago) Canadian customer differentials in order to “hit it”.
 Garnered media attention in the magazines Chatelaine, Design Lines, and Canadian House & Home, the Globe and Mail, and the television shows Steven and Chris and Candice Tells All.
Surpassed opening sales targets by 15% with a customer conversion rate of 90%!

Sep 2012 - Jan 2013

UrbanYoga Inc., Oakville, ON, CA, President/Owner/Operator/Buyer

President/Owner Operator/Buyer
(August 2001- April 2012)
Yoga company with 2 studios and retail stores operating in the south of France from 2002-2004,
another one operating in Oakville, Ontario from 2010-2012, and a wholesale division selling to other retailers and studios in both France and Canada.

 Conceived and launched a branded apparel company and built it to include studios (with attached stores) in France and Canada and a wholesale division for other studios and retailers in both countries
 Sourced and imported a wide selection of merchandise from the United States, Indonesia, Thailand, and India including men’s and women’s apparel, sport/yoga wear, maternity wear, children’s wear, mats, blocks, straps, bags, books, art and gift items.
 Managed all areas of the business including financial planning and budgeting, sales and customer service, market analysis and positioning, marketing and advertising, and vendor relations and negotiations. Created and implemented Logistics, Channeling & Operations in 2 countries.
 Participated in consumer and trade shows in Canada, France, and Monaco, as well as community outreach events, programs including teacher training and workshops.
 Hired all staff. Coached and trained.UrbanYoga Handbook and Philosophy.
 GroupOn Promotions and Customer OutReach, Cold Calling, Email Blasts, Direct Marketing. Events.
 .Director of Finace,Operations. B2B. Wholesale. Luxury Retail.

Aug 2001 - Apr 2012

Hausenbarn Inc., Mississauga, ON, CA, President/Owner/operator/Buyer

President/Owner Operator/Buyer
(August 1993-July 2009)
An upscale, unique, and award-winning home furnishings and decor store. The name is an amalgamation of the words house and barn, reflecting a diverse assortment of urban and rustic wares.

 Conceived, designed, and opened a furniture & decor store in Mississauga and built it into a thriving retail operation, tripling the store size to 8,000 square feet and growing annual sales to a high of $2.5M.
 Oversaw all merchandise management and marketing including forecasting, budgets, inventory planning, sourcing, buying, print advertising, logo and brand development, and competitive analysis
 Travelled throughout the United States as well as London, Paris, Milan, Sweden, Portugal, India, Thailand, Indonesia, Mexico, and Chile to identify trends, source new product lines, and meet with vendors
 Sourced and bought furniture, linens, pillows, lighting, floor coverings, bed and bath accessories, mirrors, frames, prints, body care products, giftware, handbags, apparel, jewellery, baby gifts, and seasonal items.
 Featured in a variety of print and television media including articles in Mississauga News and Retail News, and on the television shows Colin & Justin’s Home Heist, Big City Broker, and Cityline.
 Selected to serve as a judge for the “Accent on Design” section of the CGTA Show for 5 consecutive years.
 Awarded “Retailer of the Year” in 2007 by the Canadian Gift and Tableware Association.
 Sales consistently increased by 100% year over year for the first 5 years & Increased Gross Profit/Net Income
 Sales per square foot between $315 to $600 over the life of the company.
 Produced and maintained Passionate employees at a 95% retention rate.
 16 year Relationship Focused Business and High CLV ( 80/20 Rule)
 Brand driven by Customer Loyalty and Individual transaction focus
 Revenue Growth Rate attributed to Timely “NOW” buying
 Fast Turn Inventory Rate and Flexible buys
 Selected employer for Sheridan College Internship Program & Canada Summer Work Experience Program

Aug 1993 - Jul 2009


York University, Bachelors, Business & Accounting

Jan 1989 - Apr 1991

University of Western Ontario, Bachelors, Psychology

Sep 1985 - Apr 1988


 Awarded “Retailer of the Year” in 2007 by the Canadian Gift and Tableware Association, 1st Place

 Awarded “Retailer of the Year” in 2007 by the Canadian Gift and Tableware Association