Former Bed Bath & Beyond buyer is new Soft-Tex CEO

Danielle Ignazzi

Waterford, NY – Soft-Tex International just joined the ranks of the few volume-oriented home textiles suppliers to be led by a female CEO.

The company’s new chief executive is Danielle Ignazzi, who joined the sleep products manufacturer in fall 2020 as the VP of commercialization. In that role, she has overseen product development, marketing, operations and supply chain.

Prior to moving over the vendor side of the industry, Ignazzi pursued a career in retail. She spent more than five years at Bed Bath & Beyond, moving through buying positions for drop ship bedding, window and decorative accessories to basic bedding. Prior to that, she was a merchandise manager at The Children’s Place and a buyer for Lord & Taylor.

“We look forward to Danielle leading the company and taking Soft-Tex further in our mission to drive better sleep through innovation,” said Bruce Robertson, Soft-Tex board member.

Ignazzi succeeds Mark Smiderle, who is stepping back due to health reasons. He will continue his current role on the board of directors.

“His Reactex Technologies have been the cornerstone of the value of the company and we are looking forward to Mark’s continued ideation and commercialization of new technologies,” Soft-Tex said in its announcement.

Under his leadership, the company launched a strategy to begin on-shoring its production. Late last summer, Soft-Tex opened a 170,000-sq.-ft. manufacturing plant in Sugarland, Texas, more than quadrupling its production capacity compared to 2019. Smiderle is also a self-taught inventor, information omnivore and avid sci-fi enthusiast who delights in disruptive technologies and ground-breaking products.

“Practical, discernable and affordable – that’s the secret sauce for Soft-Tex,” he told HTT during the company’s factory opening last summer.


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