Management Team

David Friesema, Director and Chief Executive Officer

Mr. Friesema is the Chief Executive Officer of Sleep Country, a position he has held since November 2014. He has been with Sleep Country since 1995 holding numerous senior positions, including Head of Sales, General Manager and Chief Operating Officer. During his tenure, Mr. Friesema has been involved in developing many of the sales training programs, creative marketing advertisements and influencing the advance positioning that Sleep Country enjoys in the mattress industry today. Prior to joining Sleep Country, Mr. Friesema helped establish and manage mattress retail organizations in the United States. He is currently the Chairman of the Better Sleep Council of Canada and is a past board member of Shelternet for Abused Women. He attended the University of Detroit Business School and the University of Missouri-St. Louis School of Psychology.

Stewart Schaefer, President of Dormez-vous? and Chief Business Development Officer

Mr. Schaefer is the Chief Business Development Officer for Sleep Country & President of Dormez-vous. In his role, he oversees the Company's goals in Real Estate, Merchandising, Marketing, and eCommerce. Mr. Schaefer founded Dormez-vous? in 1994 and grew the business to five stores before being acquired by Sleep Country in 2006. In 1992, Mr. Schaefer co-founded Heritage Classic Beds, a manufacturer and distributor of iron and brass beds. From 1986 to 1992, he trained and worked as a commodity broker in Chicago, later returning to Montreal to work at Dean Witter Reynolds and Refco Futures. Mr. Schaefer studied Finance and Marketing at Concordia University in Montreal.

Robert Masson, Chief Financial Officer and Corporate Secretary

Mr. Masson joined Sleep Country in July 2013 and serves as its Chief Financial Officer and Corporate Secretary. Prior to joining Sleep Country, he was the Chief Financial Officer of Second Cup from February 2009 to June 2013. Mr. Masson also has extensive management experience with several other public and private companies, including IBM Canada, Manchuwok, Ernst & Young, Deloitte & Touche and Sappi. In his role, he helps oversees the Company's goals in Finance, Information Technology, Investor Relations and eCommerce. He holds a Bachelor of Commerce degree and a Post Graduate Diploma of Accounting, both from the University of Kwa-Zulu Natal in South Africa. He also holds a Chartered Accountant designation and is a member of the Chartered Professional Accountants of Ontario.

David Howcroft, Chief Sales Officer

Mr. Howcroft is the Chief Sales Officer for Sleep Country. He has been with Sleep Country since 1996 and during his tenure has created numerous programs to consistently build, develop and motivate a first-class sales team. He is also instrumental in developing and implementing various sales workshops, training programs and sales processes. Mr. Howcroft brings with him over 20 years of retail sales experience, his ability to conceive of new sales strategies and a well-recognized ability to mentor and motivate.

Sieg Will, Senior Vice-President, Operations

Mr. Will is the Senior Vice President of Operations for Sleep Country, a position he has held since 2012. He has been with Sleep Country since 2001 and during his tenure he has been promoted into positions of greater responsibility within the organization. He played an instrumental role in the development and implementation of standard operating policies and procedures across the organization while adopting a continuous improvement approach to conducting business. Prior to joining Sleep Country, he held senior positions with Canadian Tire and PepsiCo in the sales, operations and account management areas. Mr. Will sits on the Humber College Supply Chain Advisory Board, is a Team Leader for Sleeping Children Around the World and an Ambassador for the Pinehurst Club Breakfast. He graduated from the University of Guelph with a B.A. (Honours), studied at Wilfrid Laurier for a business diploma and attended the Schulich School of Business for his Master's Certificate in Supply Chain Management. He has a Professional Logistics Designation from the Logistics Institute.

Eric Solomon, Senior Vice-President, Merchandising and Marketing

— Mr. Solomon joined Sleep Country in 1996 and is the Senior Vice President of Merchandising and Marketing, a position he has held since 2012. Mr. Solomon provides oversight to the marketing department and has been instrumental in growing the business by increasing "top-of-mind" brand awareness and diversifying the product portfolio with exclusive offerings. During his tenure at Sleep Country, Mr. Solomon has also headed both the sales and operations functions. Prior to joining Sleep Country, Mr. Solomon held management positions in the services and retail sectors. Mr. Solomon attended McMaster University.