CottonBelle partners Deanna Ridenhour and Mary Lou Rath overcome employees’ stress and fatigue during crunch times with a practical and holistic approach--get them a massage. “Coming from a health-care background, I as well as Deanna knew from the inception of the business 10 years ago that you had to first take care of employees’ needs and then the rest would fall into place,” Rath said. The two entrepreneurs have continued to use that down-to-earth, common sense approach to motivate their employees. That philosophy is paying off for the partners, who worked together in the futon industry for eight years before starting their own business in the tiny farming community of Belle, Missouri, located in the Ozarks.

That small-town togetherness permeates CottonBelle, especially now that the full-time 12 member staff is composed of all women. The staff also includes part-time and contract employees as well as six consultants, including some men. “Our part-time staffers and consultants are invaluable in helping us meet peak production demands as well as provide accounting, product development and art direction skills,” Rath said. “We could not have increased our futon manufacturing and showroom space to 7,500 square feet without the help and support of all our employees and business associates.” Ridenhour and Rath’s mission of providing well crafted futons, futon covers and pillows at a great value is a goal shared by all staffers. Just as is their daily sharing of laughter, flexible schedules to accommodate high production demands and sharing of information and support.

“We work hard to stay ahead of the ever-changing market,” Rath said. “According to the American Express Index, interior decoration has replaced renovation and remodeling as the number one form of home improvement this year. We can help futon store owners meet those decoration needs with beautiful fabrics that touch all the senses and sensibilities--lush, rich, soft, comfortable, familiar, cozy, vibrant, clean contemporary, traditional, soothing, gorgeous and fashionable. “With mainly mothers working for us, we know how important it is to make shopping easy and enjoyable,” Ridenhour says.“We also wanted to make it affordable, which is why we originated the easy-on-the-budget Easy Cover. It is the ultimate futon slipcover that can quickly be slipped off and cleaned. As the partners head into another year, they will be adding “performance” fabrics to their line of faux leather and suede this spring. They will also be offering a classy boucle, embossed velvet, and silk line.

To capitalize on growth opportunities in the mainstream futon furniture market, CottonBelle has formed an alliance with August Lotz, a leading futon frame manufacturer from Boyd, Wisconsin. Last year, the two futon manufacturers showed their stuff at High Point International Furniture Markets and Futon Expo. Ridenhour and Rath continue to show their line as they nurture and motivate their staff into producing high-quality futons, futon covers and pillows while still staying relaxed and focused with those wonderful massages.

FL